What's up with this "new" home assistant industry?

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Maybe I'm missing something but I really don't understand the home assistant trend.

Amazon released their Echo product a while ago. It acts as a home assistant and I guess it plays music too. I'm guessing Amazon's main objective with it was to make it more convenient for people to purchase products off of Amazon.

Now Google released a very similar product called 'Home'.

What's the appeal with this trend? Do you think that this industry will continue growing or is it just a fad? I don't see anything unique that I couldn't get out of Siri (with the exception of buying from amazon via voice).

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