I wish I could use Echo. I have to spell words by phone using the phonetic alphabet at least once a week. And E (Echo) triggers Alexa often.
I ditched my google homes almost entirely because of ok google feeling to hail corporate - I much prefer echo or computer on the Amazon platform. I think the key is just allowing some customization.
Definitely, yes! And it's helping their brand. But I doubt this would've worked with Apple or Amazon, as those are not search engines and are used differently.