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I think many are confusing Google Voice Search with Google Now.
Just to clarify something that confused me at first, Google Now vs. Google Voice Search -- I keep seeing people talking about Google now, but I think they are really referring to Google's voice search.
When you long hold the menu key, you can bring up the prompt to ask a question. It says "Google" on the left and has a microphone waiting for your voice input on the right side - this is Google's voice search, not Google Now - it is somewhat tied to Google Now, but they are two different things.
Google now is the ANNOYING card system that comes up way too often telling you how far it is to get back home - which can be kind of cool if you didn't know where you lived, or if you are in new territory. But chances are, you already know about how long it will take you to get home BECAUSE YOU KNEW HOW LONG IT TOOK YOU TO GET THERE. Google Now also has cards for sporting events, weather, languages, currency, etc... some of which is irrelevant to those of us who don't care about sports or travel abroad very often.
If Google wants to be really helpful, it could help me compile a grocery list, then know when I arrive at the grocery store and POP UP A CARD telling me what I need to NOT forget. Or a card telling me my middle schooler has a Science Olympiad meeting today and not to forget to pick him up. Yes, I could enter alarms and reminders for these things, but THESE are the things I need cards for. Not the weather popping up every 20 minutes telling me the temp has changed 4 degrees. If Google Now wants to be truly integrated in my "world", it will need to listen to what I search for, look at my calendar for trends on my appointments, etc. Remind me when I set a dentist appointment 6 months in advance - often I set these events and I don't set reminders, so why not a card that says "Hey, here's your day. You have an appointment in an hour, so you might wanna jump in the shower and do something with that hair. It's going to be chilly so don't forget your gloves."
Just some suggestions...