Google Duplex (Google Assistant capable of making calls on your behalf) is branded as an "assistant" but it's in the long run a middleman: something that both consumer and producer will consider a necessary evil.
Google is migrating from Search to Suggest but they're not changing their middleman status: they'll influence small bizs to be "compliant".
And it accomplishes that through these convincing and seemingly benevolent Google I/O demos.
It's surprising, because Google's (Search) intermediation used to be based on centralization, but Google Assistant intermediation is based on simply hiding the secret sauce.
It would potentially be better tham GA, with a modular and plugin-based system.