In its current form it really is more like a fully formatted profile page than a website. That being said it is significantly easier to create than a G+ page ever was and unlike G+ is fully integrated with Maps and the verification process. Although if the verification process were even simpler and didn’t require the GMB process that might be appealing and at least for this test that might be the case.2

Calling this page a website seems like a touch of overselling. But I suppose it is easier to “sell” a “free mobile website” than to sell the concept of “verify your business listing on Google”. It effectively has the same outcome for Google of allowing them to “know” the business.