They already have sponsored location pins for retail stores. Even if I don’t have a route active it shows me icons on the map for Chick-Fil-A and some outfit called “Homesense” I’ve never heard of before even though I never asked it to. Even if I’m zoomed out far enough that it’s not showing me POI pins for any other businesses I still see these. And they’re actual icons of the store’s logo, not just the usual generic fork-and-knife or shopping cart pins like other businesses get. So I guarantee you they’re getting paid to do that.