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That's not necessarily true.

Amazon is also a ecosystem. Alexa shows you notifications from Amazon like the status of a delivery. It's able to call others (great for family).

Amazon has also the fire kid tablet, fire TV etc.

And if I already use Amazon anyway I'm quite happy if Amazon would recommend me good products I like.

For plenty of things, Alexa is a very good UI.

"But it was all right, everything was all right, the struggle was finished. He had won the victory over himself. He loved Big Brother."

It's easier to do things/ manipulate big brother when you are part of it.

No one needs to know what else you do.

It's a lot more suspicious to not tell big brother what he wants to hear.

And besides that strategy, dystopian stories sell better. No one would read good feel descriptions.