Well, the command line/voice interface is really useful once you know what you want, it is less useful or even a deterrent if you are in an exploratory mode. I've had several occasions where I just want my regular pizza ordered without having to click a thousand buttons and sit through an IVR. 10 kids are coming home for a party - they'll all eat cheese pizzas with no toppings.

"Ok Google, get me 10 Margherita pizzas by this evening" is super convenient.