[atomicwrites]

This actually seems like a good idea if it just shows up when in your map view rather than pulling your view to the pin. It would be well targeted adds without requiring you to collect data about the user. If its visible it's because you're close.

[chickenfries]

You better believe they're going to collect that user data though.

[ocdtrekkie]

For one, Waze's whole raison d'etre is to collect data from drivers.

And then yeah, for advertisers, advertisers want to know how many people of what demographics see their ads and the like.