They keep switching courses, now the new thing is a Siri "competitor" apparently. Except Amazon and Apple aren't even trying to make money on that, they're adjuncts to actual products. There is definitely room to improve on Siri (haven't used Alexa) but it's nonetheless markedly better than when it started. It seems like not only a tough thing to get right, but again, there is the issue of monetizing it. Just seems like a weird thing to go after.