We are just looking for ways to maximize it's potential. Without doing anything, it identified my drive to work and home, places of interest, weather and other items in 48hrs. But us nerds just want to see if there is anything else we can do to maximize it's use and show off the features. It also works well with natural voice unlike the first google voice search which required commands so I find it IS so simple that anyone can use it. If anything, it is us who are trying to hard because we are so used to voice search requiring configuration, commands, and a user manual when in reality Google Now is natural and requires virtually no setup.
This sums up how I feel to the tee!