I would never have noticed it if @brentter hadn't tweeted it, but at the very bottom of the trending topics there is a now new one, with the yellow info-button "promoted" tacked on the end. It's @DisneyPixar that has promoted their topic and "Toy story 3" and this tweet: You’ve waited 11 years to see Woody and Buzz again. Toy Story 3 - Share the experience with friends! www.disneyticketstogether.com
La Times blog has a quote from a twitter spokesperson:
“As we have always said, we plan to test different advertising and promotional models in these early stages of our monetization efforts. As part of this effort, today we began testing Promoted Trends, which is an extension of our Promoted Tweets platform,” a Twitter spokeswoman said. “These Promoted Trends initially appear at the bottom of the Trending Topics list on Twitter and are clearly marked ‘Promoted.’ As conversations about the topic increase, Promoted Trends may move up the list.”
Well, like I said, I didn't even notice it, so much for getting my attention.