I’m convinced this is the future. As you say, social norms will shift. There will be a constantly growing level of trust for the nonhuman agent that is always there to help (this brings to mind the film Her).
Sure, it’s always parsing and listening (and perhaps even building an innocent yet massive personal database), but if an entity of ever-increasing intelligence can use my information to make my life more efficient…perhaps even more meaningful…I’ll give it a shot. The creepy-factor alone is not enough to warrant avoiding the technology altogether.