But the concept itself is frightening to Google. It can enable searching when you are driving, taking a shower or whenever you can't use your hands to search. And a great deal of people come into that category.

And it can be a big thing in the future. And going by Apple's reputation they can leverage it to some amazing things.

Imagine a consumer Apple TV. TV's can't have keyboards but they can have a mike. Imagine finding information through speech. That can really be a killer feature, searching and finding information by just talking through a TV connected to the Internet.

Now this is just tip of the iceberg. Siri can be disruptive in almost device/scenario where a keyboard is not a practical source of input. Going by how small things are getting, Siri is the thing of the future.