The coolness factor over other sites like Multimap is the way you can just drag the map around to see other areas. They also have local search, but that seems limited for now. Maybe they will start using GeoURL tags. Locations are indicated by '3D' labels. Multimap still wins on photo coverage of the UK, for now.

I like Google, but I also like Multimap because of their semantic web features and other cool features. I hope there's room for them both. My first experience of on-line maps was Streetmap, but they seem to have fallen behind.