I think that's very much the problem. Current voice systems are really just API-command-by-voice, maybe with a tiny amount of context awareness.
To be really compelling, voice needs to offer the whole AI concierge experience. At a basic level, it needs to be able to deal with queries like "Find me a good place to stay in Barcelona" and "Find me a new jacket". It needs to ask questions as needed, to operate with the initiative to search tens or hundreds of sites, and to recognise the useful data in the results.
With Google, Amazon, and the rest, search is becoming more and more of a problem, not less. For non-trivial searches, finding good products and/or reliable information can be incredibly time-consuming.
So currently voice is a bandaid on top of search tools that aren't progressing much, and may even be regressing. Voice has to solve the search problem first before the recognition and context awareness problems really become important.
It looks as if the industry is to trying to do this the other way around. I'm not convinced that's going to work. It works up to a point, but the point isn't as advanced as users expect it to be, and the overall experience can be disappointing.