Presumably, because you already own/use an Alexa.

> Why isn't Alexa+ already a part of the Amazon Echo?

Because it isn't out yet?

Why do you use Alexa to turn the lights on ?!

People using Alexa are more likely to be tech savvy early adopters, but still I wonder how many of them do actually have an AI chat app on their phone? It'll be interesting to see how grandma reacts to Alexa+ if this is her first exposure to AI !