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They conditionally show labels and venue points depending on context. This might be search history, referrer, device, desktop/mobile, time of day, directions for car etc

For example we can imagine that if a user usually uses it on the phone, at night in the city, on foot, often searching for restaurants, it might default to showing more restaurant venues without the user initially searching for it if the user is in the city at night. There's a blog post they made about it several years ago from what I recall it was something like "if you look for fast food it will show other fast food venues"




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