It was the start of something new.

ECONOMIST: Joey Faye | The

When you start something new, a large number of neurons in the frontal cortex (the higher, more conscious command area of the brain) are recruited and become active, helping you in the learning process.

FORBES: Why Apprenticeships Are the Fastest Way to Acquire Skills

More seriously, Google Now can have an unwieldy feel to it, like it's the start of a new OS growing inside the belly of the old one -- something that adds functionality but probably also represents the peculiar ability of Android to scare some people off with its complexity.

ENGADGET: HTC One X+ review: it's the One X, and then some (video)