You can easily turn it off with the flip of the switch.
G-now alerts you to the scores of your favorite teams, automatically tells you the weather when you wake up in the morning, will alert you if your flights get delayed, ect ect ect.
It even knows when I'm at a bus stop and let's me know which buses are coming and when they'll be there
People thought siri was an assistant. Google showed them how it was done.