This is Brilliant. Fantastic, Even.

I'm sure you've seen this already if you're a Doctor Who fan, but if you haven't, click on this.

Follow the double arrows.
Take a walk around inside.
Really wish you could read Gallifreyan (look up).
Read the reviews. (I had to leave one)

This is probably a way for Google to introduce a Yelp-like product linked to their maps (because, hello, reviews!) but well-played, Google, so no fussing about sneaky tricks from me.