Murph sent through a link a few weeks back with some interesting uses of google maps.
You can see his list on this 100 things to do with Gmaps page.
A particular few I found interesting are:
http://www.thomasscott.net/realworldracer/
http://www.mapmsg.com/
I think all of them are great uses of maps and whilst you can tell it is google maps with a mashup you think more about what you or the app is doing than the fact that it is google maps. In essence it is all about the app and experience - I think that is a good place to be.
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