Users who use Inbox instead of gmail should get a lot more rich inputs to Now. Appointments would be deduced from emails, for example, and Now will show you tracking information taken from orders in your receipts, and much more.
For some such inputs are rich, for others scary.
Most don't care anyways.
They're scary when they're the carrot used to persuade you to allow a full invasion of your personal life by an outside entity, which as a matter of course requires permission to store, search, aggregate, and use commercially all of the data that it finds.