12. A computer implemented method for generating human-centric driving directions, comprising: generating a route in response to a user request for travel directions, the request specifying at least a target destination; identifying distinctive waypoints along the route, wherein the waypoints are physical structures along the route and are in addition to road names and road topology and each waypoint is associated with a distinctiveness score, wherein the distinctiveness score of each waypoint is based at least in part on a visual prominence of the respective waypoint and based at least in part on an advertising fee per use for incorporating the respective waypoint in travel directions; and incorporating one or more of the waypoints into travel directions responsive to the associated distinctiveness score.
12. A computer implemented method for generating human-centric driving directions, comprising: generating a route in response to a user request for travel directions, the request specifying at least a target destination; identifying distinctive waypoints along the route, wherein the waypoints are physical structures along the route and are in addition to road names and road topology and each waypoint is associated with a distinctiveness score, wherein the distinctiveness score of each waypoint is based at least in part on a visual prominence of the respective waypoint and based at least in part on an advertising fee per use for incorporating the respective waypoint in travel directions; and incorporating one or more of the waypoints into travel directions responsive to the associated distinctiveness score. 14. The method of claim 12 wherein businesses pay an advertising fee to have their location used as a waypoint in travel directions.