I think it's in-combo with the whole AI/automated personalization as well. It used to be very difficult to do intelligent bots, but now you have tensorflow/caffe/word2vec frameworks that come built-in with NLP
The walled garden thing has always been an issue though. I mean Facebook threw a fit when India turned down their "facebook-only" internet: http://www.economist.com/news/business-and-finance/21685292-...
