Rich Cards are a win-win-win for Google, site owners and mobile users
Google is currently testing rich cards for other search topics, and the cards are expected to be an improved way to drive online traffic to specific sites. It not only improves the user experience, but could generate more advertising revenue for Google.
So this is a win-win-win situation for everyone involved. The mobile search user gets a more targeted response to his/her query. The site owner gets to draw more people to the site, and Google receives more ad business. Check out the evolution of Google's mobile search seen in the image below.
source: Google via Engadget