Google Now's "just give me appropriate information without me even asking for it" is probably the most badly marketed "magic" technology in the consumer technology space. It's hard to even describe it to people who have never experienced it. But suffice it to say, more than once, I've warned other people (usually non Android users) about their pending flight delays or cancellations before they knew about them simply because I had an email with their itinerary in my mailbox.