IMO, Messages was remade with all of these new features for - kids, teens, 20 somethings. These three MAINLY. Either get them into the iPhone brand, or keep them in the iPhone brand and continue to upgrade hardware.
Other older folks will use one of these new features when we're texting one of our nieces, nephews, kids just to show them how hip us old folks can be too. LOL
I have had many of these generations tell me they will never leave iPhone because all their friends are on iPhone and "they all" live on Messages. Most have left Facebook (for old people) most don't use Twitter. Many do use Instagram though. But Messages is their main form of communication with friends.
I think the update by Apple was a smart long term move.