It's a silly gimmick.
For the past few years, we've been finding new and exciting ways to avoid talking on the phone. Why would Apple include a feature that forces you to do that?
Siri could be a game changer if it can be presented correctly. Vimeo has Tom Grubers presentation which is enlightening. He covers why Personal Virtual Assistants are much better than Speech to Text bolted on a search engine.
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