From the user pov, that&#x27;s just engineering.<p>Users want stuff to work. They don&#x27;t care about the engineering behind it. In fact they want to see as little engineering (friction) as possible.<p>Alexa is the part that makes the engineering fun and useful. And it&#x27;s <i>much</i> harder to build a system like Alexa than it is to build a 433MHz dimmer system for your lights.<p>Alexa is actually the new Windows. MS, Apple, and Google are following not leading now, and they should all be worried Amazon got a successful and popular consumer hardware product into this space first.