Mike Blumenthal asserts that this is the "final step in separating local from Plus." Another nail in the coffin for poor Google+.
Here's a summary from Search Engine Land. Basically business pages that are not claimed or have "unresponsive owners" will be unverified on July 28. So you might call it "the final nail in the coffin," but looking at it another way, for local search, Google wants ot make sure that owners are actively engaged with Google My Business. Leave your page orphaned and pay little attention to it, and suffer the consequences.