Great question - we are under NDA, but I can share that Google is going to make priority 1 -> 10 the consumer experience, and priority 11 how to improve visibility through SEO. Think SEO to get the lion share of traffic.
For an example, say a user had a specific recipe app he wanted to use, instead of referring to either its exact name or hoping that when asking what recipe they should make that he gets the right app will they be able to go into their settings either online or in an app and assign the app as his preference or rename it to just "chef" or something simple?