As you probably know, for years Google's allowed you to specify the "opening date," but it's always been unclear whether Google does anything with it, or plans to. It appears Google's found a use for it now. Google's been wheeling out other GMB attributes in a similar way as of late.
Note: "While the “Opening date” feature is available to all businesses, eligible services businesses may find the “Years in Business” label in Search." (Emphasis mine.)
@raellovepie spotted it back in August, which is a great illustration of how Google tests.
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