As they say in the update, this is in fact nothing new, and isn't distracting or detouring in any way.
It's always existed, and is meant to show you something like gas stations along the way. It's actually quite helpful, even though it is of course - in a lot of ways - ads. But for businesses i might actually need while driving, so fuck if I mind. And also as said in the update, these only appear briefly, and do not pop up. I've seen this before plenty of times, they're really not intrusive at all.
How is it helpful? It isn't going to know what you need because it doesn't know if you're hungry or low on fuel or whatever. It also isn't going to let you see your options and could just as well be sending you to the worst local option because that's who paid to advertise
It's just like any other website or subscription that offers their "suggestions." Whether it's helpful is subjective, but it's certainly not out of the ordinary.
It's pretty common to show various things near your routes? It's a feature built-in car map systems had since forever, at least. Always got the odd moment where you want to detour to a gas station or need to stop at a pharmacy.