The article throws analyst stats around that are, to my mind, grossly exaggerated and some shit use cases like “before Amazon can send ads for Robitussin when it hears you cough” or other advertising focused “benefits” but it does mention a stat which contradicts the common “voice is awesome” views:
According to one recent study, only six percent of Americans said they were comfortable talking to their voice assistant in public.
And includes some promising enhancements like this:
[C]ould use to customize the sound of live music, such as the ability to add a “fuzz” effect or put an upper limit on the volume.
Overall, worth a read but asking to few questions.