I have an exclusive email address that I use for the things Google Now can track and provide updates: Amazon deliveries, flights, hotels, and car reservations.

I have an exclusive email address that I use for the things Google Now can track and provide updates: Amazon deliveries, flights, hotels, and car reservations. For each of those, Now is convenient for looking up confirmations, order numbers, contact info, and location. Regarding traffic directions: I don't need actual directions but it's great to be able to see how traffic looks with a swipe and plan alternate routes when necessary, like when I need to get into downtown San Francisco @ 5:45pm. There's a few more goodies. Sports score will be updated. Google Now will also know when you're in a new town and offer suggestions for What to Eat nearby. The main problem is that Now is useless until you can clear out the redundant stuff: places you already know and routes you never take. Worse, it's not clear dismissing those things are considered "yes of course" or "not liked". WiIll be interesting to see how they interpret since it's all recommendation-based.