Something I've noticed regarding searches for service providers like hvac contractors, home remodelers, painters, electricians, mechanics - very often one of these "descriptive terms" is a name. And I guess that's not a surprise as most of the people would write in their reviews something like "Really appreciated the work of James", "Gregg is super professional" etc

All this thing is still in beta I think and it will pass some time until Google finds the best way to extract the most appropriate terms and feature them.

I'm much less optimistic that the value of this will outweigh the inaccuracies and mistakes that will cause harm to local businesses.

I'd really hope that they'd refine this functionality.However, there seems to be a lot of new product/functionality deployment going on, with less attention to testing and quality control. Shouldn't many proper names (like what Nyagoslav mentioned) be surpressed? Not to mention the competitor names appearing in Hawaiian hotel listings like Matt identified.And, the mystifying random phrases it chooses to highlight...