I mean, if you're that close wouldn't you realize you've made it? It's like a book saying THE END. How useful is it really?
That said, I haven't noticed it.
Not necessarily. I was using it to navigate to a store chain I'm familiar with, but not that particular location. The location was an area that had a mix of retail and light commercial businesses, some with warehouses, etc. along a winding complex maze of roads. There wasn't much in the way of signage and nearly blew past the entrance to the store because it was right around the corner with it's own little driveway off to the side.
Point is, it's not always obvious when THE END really is.