Low expectations, and that is not even taking into account that most reviewers initial impressions are that it is weak. I don't understand it, Samsung has actually done a great job with touchwiz (can't believe I am actually typing that) always on display is great, and some of the other new features like Dex look cool as well. These are the sorts of software that Samsung can use to provide added value.
Bixby, and taking on google now/ google assistant is incredibly ambitious. I don't want Samsung doing this for me, I don't want to get tied into their smaller ecosystem. It is an enormous commitment and something which google is already doing an amazing job of providing. If think about everything google now does, with desktop browser integration, maps integration, gmail integration it is just too much for Samsung to be trying to do. I really wish they would spend their energy in other places. We don't need another s voice on steroids.