Google Now is now more baked into Google Search. For example, if you do a search for [when is fathers day 2013 or other factual dated queries, Google will not just show you the knowledge graph answer but also let you set a reminder via Google Now.
The Google Now reminder shows up directly below the answer box and says "Google Now will reminder you 1 week before." There is also a cancel link.
Here is a screen shot from Stacie Dauffenbach on Google+.
Pretty neat, don't you think?
Forum discussion at Google+.