Another concise insight from Gruber:

I think Bajarin is correct that Siri is a huge deal, and that if it truly thrives, it will adversely affect traditional web search like Google and Bing. But I can’t see Apple monetizing it through advertising. That’s tacky.

I see Apple “monetizing” Siri simply as a way to sell more devices — more iPhones now, more iPads (and who knows, maybe Macs?) in the future. Siri could be the interface to future products, like tiny little Nano-sized devices, or home entertainment systems. Google’s ad-driven model disrupted Microsoft’s pay-for-software-licenses model. Apple’s just-buy-our-devices-and-look-at-all-the-cool-shit-you-get-with-them model could disrupt Google’s ad-driven model.