"10.1.2 Restrictions against Commercial Use.
(a) No Fees. You must not charge users or any other third party any fee for the use of the Maps API Implementation, the Service, or the Content, except as permitted under Section 9.1.2"
For his listings website that charged business owners fees for "premium" listings, Google[0] considered the embedded Maps to be part of what he was selling. They argued that the service as a whole (incl. maps) was "the product".
We disagree, apparently, but our interpretation doesn't mean diddly squat until push comes to shove.
[0] Edit: by "Google", I mean whatever sales drone is trying to get you to pay. I assume their salespeople are on commission like any other company.
With one important difference: they're the most arrogant, uninterested and rude sales people i've ever had to deal with. "Because, what are you going to do, use Bing?"
C'mon OSM. Can't get rid of google fast enough.
If so... would like to get in touch - maybe you can help my friend out by putting that sales drone in line.