This is honestly a really great feature to have for anyone who lives in a rural area with spotty (at the best of times) reception, or for those who love to go far out into nature.
Of course having access to Emergency SOS was great, and I'm sure that it has already saved lives, but having the flexibility to reach out to anyone is just an amazing bonus of the already created infrastructure.
Because Canada is such a huge country with a relatively small population, overall lack of network coverage results in many places that potentially thousands of people are travelling to or working at daily where they may not have any cellular service. This offers some reliability to stay in contact with family members, friends, and even employers. I could easily see this becoming a commonly used feature here, and likely an eye-catching and desirable feature for those who are not using an iPhone already.
Big kudos to Apple on this one.