Google Chrome Undermines It's Own SERPs?

[intellect]

Downloaded Google Chrome to have a look at the "latest and greatest" and one glaring question is how do certain sites get highlighted in the address/search bar. At first I assumed it was based on SERPs but when entering the search term, many times the site wasn't even ranked in the top 10 results. If they are highlighting sites based on sponsorship etc then aren't they undermining their own SERPs and blinding the line between paid or organic results. Any thoughts?