Have You Seen This? Expanded Product View on Google PPC

Today, Marketing Pilgrim discussed something new in Google search results – expanded product views in AdWords ads!  The example given was for Blue Nile, the massive diamond retailer.  The regular PPC ad is still intact, but there is a plusbox under the ad that says “show more products…”  

Once opened, images and expanded descriptions are displayed below the normal PPC ad.

Crazy stuff.  In the comments of the Marketing Pilgrim post, Jordan McCollum speculated that this could be a by-product of Google Base.  I’m inclined to agree.

Has anybody else seen this or read other updates on this new Google AdWords enhancement?