The problem with Google Maps is not that advanced functionality is hidden in a menu -- people are used to having to learn a program to be able to get the most out of it.
The problem with maps is that they appear to be making it up as they go along. There are years of user interface research but because we're moving to touch interfaces it feels like designers are throwing all that research away.
Maps now is a confusing hard to use program. Functionality is not hidden in one set of menus. To do something you hae to search through a few different places, and the only way to learn is to just do it, but there are few affordances so you don't even know if a thing on the screen is clickable (or whether you need to tap; hold; pinch; drag; or stretch it).