Why not? 80m users is probably in-line with what some of the larger banks and insurance companies deal with. They're big call centers, but we're not talking entire cities here.
A concierge service is a lot more intensive than responding to the clients of a bank.
If Apple did this at their scale, they would probably end up very quickly having an (hopefully public) API for every business around, rather than having their agents call the same restaurant 10 times a day. That would really be a revolutionary way to consume.
