The whole "location services always active" issue, was Google's only way around ios' multitasking limitations. On Android, Now is always running in the background, so it checks periodically for location, in a more efficient way. With iOS, Google had to employ the location APIs in order to maintain a somewhat active state and keep the cards up to date.
Until iOS evolves to allow for greater app integration or real multitasking, 3rd party apps will continue to have to use loopholes to get the most out of their apps. Even Instapaper had to invoke the location API in order to make it's app update in the background.
That is stupid.
First ... using ios location api is faster and less resource intensive than having an app with more code always in the background.
IF DONE RIGHT.
So either google is to stupid to use the location api correctly or ...
they do just more than they should.
Analysed whats happening and found out it is always sending data to google even if application is off.
THAT is NOTHING i like them to do. and THAT is the battery costly stuff