Google Local Business Center is now Google Places

Once again, I got a surprise logging into my LBC this morning.  Google has changed the name of "Google Local Business Center" to "Google Places."

This could mean any number of things.

• Is Google moving away from a "business only" concept for their listings?
• Are they changing the demographic they're going after
• Or is it simply that Google Places is less of a mouthful than Google Local Business Center?

Personally I think it's the last one.  Any thoughts?