Yeah, I agreed its in a good way. The way Google thought about this process is definitely pretty smart. They have been collecting information about me since forever, and clearly since 2004 when I got my Gmail account they have been aggregating that information under my account.
The trick is what to do with that information? For the most part Google Now is excellent, but sometimes it gives me unnecessary information. This is the challenge in AI.
For example, I had a 3 month project in LA, and then while I was there I did a bunch of searches for restaurants(over the course of the 3 months). By the time I was leaving though, I ended up getting way too many navigation cards. Heck, I would even get a card telling me how to get to LAX when my flights were out of SNA, with a second card below showing that I have 2 hours til my flight out at SNA.
I think those are minor details, but it wouldn't be too hard to clean up for them in the end. They have the information... just need to figure out how to use it in a useful manner.