Between this and the turn by turn introduced by Apple, it might have completely killed the turn by turn directions mobile app market on iOS. Even quality (as opposed to sub-par) are going to have a hard time competing against free.
Garmin and TomTom must be shitting themselves. I can't imagine how many people are just going to be using their smartphones in the next few years. Even built in nav consoles for the latest BMWs can't hold a candle to these apps.