The Big Feature for KitKat?

I haven't kept up with rumours, and I just did a quick look-up on Android Police, but I wanted to check here if anyone else knew of any Big consumer-facing features coming to KitKat. Last year, we got Google Now, and two years ago we got the Holo facelift... but if 4.4's "big" feature is optimization (which is big, no doubt - but regular consumers don't care about that), I'm very disappointed...

Anyone know anything? ryan_socio? ;)