https://techcrunch.com/2019/09/25/how-amazon-is-closing-out-competitors-by-opening-up-voice/

We’ve come a long way with voice-based interfaces in the last several years: They can find and play the music you like, tell you jokes, set timers, control your lights and help you shop, among many other things. But the battle lines were drawn from the start when it came to territory. The biggest hardware companies — Amazon, Apple, Google, Microsoft and Samsung — have up to now built their own voice assistants, taking a proprietary approach to encourage growth of their own ecosystems of services around their devices.

That model limits consumer choice, however, and it limits the kinds of developments that might spring out of a more collaborative, cacophonous approach.