I don't buy it. Having siri respond to a create reminder command with a bunch of computer-read text about what you could buy nearby would be so obnoxious and disruptive that it would undermine the user experience. Who would want to use that?

Also, it's not clear to me why they would need to create a crap user experience for some ad revenue when they get such high margins on their devices. They don't seem to be having trouble making money.