Google+ Local Reviews Now Showing as SERP Pop-Ups – Goodbye Google+ Local Pages?

Not sure if I am seeing a test or if this is rolling out everywhere but now when I click on the “[#] Google reviews” link for a business from the SERPs, I am seeing a lightbox type of pop up display instead of being sent to the Google Plus Page for the business. Check it out:

Here’s the URL that shows the pop-up.

Some initial observations:

1. The default view is a list of the 10 most recent reviews with a “more reviews” link at the bottom that creates a kind of infinite scroll effect
2. There’s a review sort and a prominent “write a review” button.  Pro Tip: Google wants you to write a review.
3. There is no link to a map or driving directions which seems kind of wrong but implies that Google is thinking when you want reviews, we give you reviews and when you want a map, you go back to the SERP to get the map.  In a way it’s a simpler construct than the kitchen sink approach they use now
4. THE SERP IS NOW TOTALLY SEPARATE FROM THE BUSINESS’ GOOGLE+ PAGE.  https://plus.google.com/116091785697157979199/about?gl=US&hl=en-US still exists, but it only appears to be accessible via the Google+ UI and as a normal result in the SERPs.

Not sure what this means in the scheme of things other than perhaps Google thinks searchers want a different experience than social media users when looking for local stuff, but it seems odd that the two are so separate given Google’s desire to make them more unified.

UPDATE: Try browsing in Incognito mode:

@localseoguide @dr_pete Interesting. Logged in, I don't get it. In an incognito window I am seeing the same thing as you Andrew.

— Mike Wilton (@mwilton13) July 30, 2013