I have mixed feelings about it tbh... I actually appreciate some things I see in Google Now, and even the locations I've gone to, asking for reviews, etc... On the flip side it was really weird the first time I ever saw "You must leave in 2 hours to make your flight", because my ticket receipt came into my gmail, and google now does quite a bit to tether email stuff to notifications, they seem to have ical files in email integrated now.