The difference is personalization. I never would visit a portal site like yahoo, but every morning I look through my Google Now feed. Relevance matters.
Also: I like that they're experimenting, but come on. Replacing a settings menu with a list of very specific yes/no questions that are added to that list as you encounter them - that's just wrong. You don't even get a benefit of being able to scroll through a settings screen to discover what features are available...
An early RSS-based aggregator -- but you could (and can) choose your feeds, if you like.