False analogy. There's a huge difference between a personal assistant, who by definition *I* know personally, and a faceless business entity who I know not at all (read adversarial entity) scraping 'enough' information about me to presume it knows me sufficiently to second guess what I want and give me that instead of what I requested. Truthfully, why on earth would I trust such an entity?
That's the problem with hypotheticals. They don't reflect the reality we live in.