Yea, I think they are tweaking it some as mine just got added this morning.
While upcoming trips, appointments and package tracking makes sense in the "Upcoming" tab, today's events like someone's birthday should be in the main feed. Less focus on random news articles. That said traffic and today's weather should be in the feed, and maybe long term weather forecast in the "Upcoming".
I'm probably going to turn it off now..
Frankly, the widget view in iOS is more useful than Google Now.
I can expand the weather widget to see the rest of the day WITHOUT VISITING A WEB PAGE.
I get service advisories/disruptions for public transit.
I can see my entire calendar's events for the day.
I can see all my reminders and check them off right there without opening the app.
And it surfaces useful news articles (like actual world news) unlike Google Now which loves to show me garbage like an article from The India Times about some piece of shit Lenovo K4 getting Marshmallow because I searched for Android Marshmallow in Google one time.
I feel like I spend more time trying to prune Google Now into something useful than the time it actually (tries) to save me.