I’m at the Launch Pad: A Dozen New Companies in One Sitting workshop at Web 2.0, and more than half of the companies have presented. I could have missed one, but I think every single one has demo’d Google Maps integration.
Some of these companies want to be a platform for Web developers, and good luck with that. There’s only one successful Web 2.0 platform so far, though, and it’s Google Maps. They’ve got the data, the APIs, the interface, and the developer community.