Not so sure but Steve makes some good points:

The most important consideration for marketers or anyone who creates content, however, is in the bullets…

"Smarter Predictions: Even when you don’t know exactly what you’re looking for, predictions help guide your search. The top prediction is shown in grey text directly in the search box, so you can stop typing as soon as you see what you need."

Here’s what this means: no two people will see the same web. Once a single search would do the trick – and everyone saw the same results. That’s what made search engine optimization work. Now, with this, everyone is going to start tweaking their searches in real-time. The reason this is a game changer is feedback. When you get feedback, you change your behaviors.

His thesis, and mine, that real-time feedback changes your behavior. Because it is real-time, optimizing it is impossible. Buried in a product announcement are massive implications for how we market online.