I really like Now's predictive search. My friend has a Nexus with Jelly Bean on it and showed me Now, what makes it cool is how it works without you even telling it anything. I.e. You wake up, swipe up and it might have a card showing the easiest route to work and time it will take to get there. Or in the middle of the day when your team is playing, just swipe up and there's your team's box score in a card. I'd like that functionality if it came out as an iOS app, or at least Apple should give 3rd party apps the ability to put widgets out in the notification center, it's similar to a lot of the things Now can do, except in a static way rather than dynamic.
Also they're taking cues from Apple as far as the "little" things, for example when you go to Now's home screen it will have a picture at the top of where you are based on your location, here in Chicago it shows a skyline with the Sears Tower for example. Not a useful feature but a little touch that definitely makes it "cool."