As of right now this change will only affect third party sites that make extensive use of the Google Maps API, such as travel websites. Furthermore, it is estimated (albeit by Google) that this charge will only impact 0.35% of users. Therefore, businesses who market via Google Places are in the clear for now.
So, maybe this is just a scary Halloween story that does not have a frightening gory pay-off.
Or, maybe this is just the beginning of that scary story where the monster killer starts out on the first step and then creeps onto the second step and then the third and so on until he is right outside your bedroom door. Everyone get ready to scream.