The "killer features" all come from you using other Google products/services while signed-in to the same account that you use with Google Now.
Search for "pizza" or a specific address on your computer while signed-in to Google Maps? The next time you look at your phone it tells you how long it would take to get there, and offers you turn-by-turn directions, automatically.
Have a flight confirmation email sent to your signed-in Gmail account? You'll be notified on your phone if your flight gets delayed, how long the trip will be, and information about your destination. Same goes for package delivery confirmation emails.
And those really only scratch the surface. The more you use it, the more you come to rely on it, which makes you want to use Google-branded services more and more often. It's a brilliant move on their part.
Search for "pizza" or a specific address on your computer while signed-in to Google Maps? The next time you look at your phone it tells you how long it would take to get there, and offers you turn-by-turn directions, automatically.
Have a flight confirmation email sent to your signed-in Gmail account? You'll be notified on your phone if your flight gets delayed, how long the trip will be, and information about your destination. Same goes for package delivery confirmation emails.
And those really only scratch the surface. The more you use it, the more you come to rely on it, which makes you want to use Google-branded services more and more often. It's a brilliant move on their part.