Popular Science has givenGoogle Now its "Innovation of the Year" award. This award has been given to others such as: the Large Hadron Collider, the Toyota Prius and the Mars Curiosity Rover. Google Now's way of predicting what you will be doing and where makes it the first virtual assistant that truly anticipates your needs, offering anything from personalized recommendations to a Pedometer.
With the wealth of things Google Now can do growing all the time, it looks to be another of the advantages to owning an Android device, one more pro to an Android device over the other OS' on the market. It will be interesting to see what other features are added to the software.