Is that "advertising" though? Google Maps is an index: you enter a query, like "Thai restaurant near $location", and it shows you Thai restaurants in that location. Then, you can look at some of those restaurants' listings and see photos (usually uploaded by customers, but some from the business), pictures of menus (same), opening hours, a link to their website, etc.

I don't see how any of that qualifies as "advertising"; it's just a business directory. It certainly isn't "unsolicited advertising". The same goes for the old Yellow Pages: it was a business directory (though it had ads too). Businesses had to pay to be listed in it, but that's the cost of doing business: if people can't find you, you're not going to make any money.

I think when people say they hate advertising, what they really mean is unsolicited ads. If you're looking for a particular business, why wouldn't you want some info about them, or about the choices available?

When i'm in my car, the only thing i use google maps for is "yellow pages" - get me the phone number, and about 20% of the time, the hours of operation.

In fact, when i am at home, and i need a phone number, i go to google maps. But i do use the maps as maps when i am not in my car.