This is something that yet again can be used an a optimzation method for your feed. Some people include thier telephone number, some thier website and others try to do it all and its get truncated.
Changing this setting however can be difficult, this can be changed through your settings on your account or if you have a multi client account through each clients individual settings.
Once changed however this doesn't take immediate effect I've found. If you have a substantial feed (say 100,000+) this can take a while to filter through the Google Base database and in some cases it requires a full new bulk upload.