I've played around with Now a bit and it has some cool features. However, it seems to be pretty hard on the battery (even in Standby) so I typically turn it off. If they can get the battery drain to reasonable levels then they may have something.
Yes frylock, you are 100% on the money. I have a Nexus S (a bit older phone), and I slowly realized that every since I was upgraded to the version on Android that contained Google Now, it's destroyed my battery. Six weeks of frustration later, I finally turned it off and it's been smooth sailing ever since.
It appears to me that it's really designed to work as a traveler's best friend. I've noticed that it perks up a lot when you're out of your normal daily area and I bet that if you're doing air travel a lot, it'd be invaluable. And if you do your trip planning on a desktop using your Google services (e.g. Gmail, Maps, Google Search for flights), all of that info cross-loads to Google Now automatically.
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