Every single one of my non-techie friends who use ChatGPT rely heavily on memory. Whenever they try something different to it, they get very annoyed that it just doesn't "get them" or "know them".
Perhaps it'll be easy to migrate memories indeed (I mean there are already plugins that sort of claim to do it, and it doesn't seem very hard), but it certainly is a very differentiating feature at the moment.
I also use ChatGPT as my daily "chat LLM" because of memory, and, especially, because of the voice chat, which I still feel is miles better than any competition. People say Gemini voice chat is great, but I find it terrible. Maybe I'm on the wrong side of an A/B test.
On the other side of the test, I don't know a non-tech person who uses ChatGPT at all.
This feels like an area Google would have an advantage though. Look at all of the data about you that Google has and it could mine across Wallet, Maps, Photos, Calendar, GMail, and more. Google knows my name, address, drivers license, passport, where I work, when I'm home, what I'm doing tomorrow, when I'm going on vacation and where I'm going, and whole litany of other information.
The real challenge for Google is going to be using that information in a privacy-conscious way. If this was 2006 and Google was still a darling child that could do no wrong, they'd have already integrated all of that information and tried to sell it as a "magical experience". Now all it'll take is one public slip-up and the media will pounce. I bet this is why they haven't done that integration yet.