What was missing in the WWDC announcements when the Spotlight improvements were discussed was web search. Apple will probably want to acquire DDG and cut itself off of Google completely adding it's own web search to Spotlight and Siri.
Google has proven to be a dick. We distrust them implicitly because they have reliably proven that when faced with a choice between the interests of their nonpaying users and their paid-up clients, they invariably work in the interests of money.
We all still view Apple with some degree of suspicion because they're in the USA and thus NSA happens.
What I'd prefer to see in addition to iCloud is either nationally-hosted iCloud for non-US countries, or self-hosted iCloud services for people who want to be in control of their own security.
At this point I feel the main difference is the personally ranked results. Once you get used to the page you want being 4th or 5th on the list rather than first, you realize the trade-off is worth it.