Every Google iOS app has encouraged users to login to their Google account. I'd surprise me if this isn't the case with the maps app as well, and there's a convincing reason to encourage people to do so - giving them the ability to send directions to your phone from desktops and other devices. While it doesn't mean everyone will do this, they could still use anonymous location information to direct users to businesses in whatever context the user is most-applicable to the user (i.e. if they're shopping in a mall, or something like that).