Additionally these new locations can be saved under a nickname, to help you get navigation information to them. For example you can use this feature to ask Cortana to “get you directions to your girlfriend’s house”, or “the pizza place”. This is especially useful if the point of interest in question isn’t available on the maps database, essentially allowing you to customize your own POI without the need for a huge map overhaul.
Interestingly the feature is quite smart, picking up on locations that you might only stop at for 5 minutes a day, like the Starbucks above which I frequent on my way to work. Way to go Cortana.