How would you prefer to activate the Homes, out of curiosity?
I assume this means that they would like to train their own activation word. I could see someone re-using an activation word from another ecosystem, for example, for a consistent interface for less-savvy users; plenty of others might go for a more-familiar name, or a joke name like Hal.
My understanding as to why this isn't possible currently is that these companies pre-train the model and ship it on a ROM, rather than training it on-device, for privacy reasons (since this is the model that is "always listening"). However, I doubt most consumers are aware of this differentiation, and might appreciate the flexibility to set their own activation word.
"Hey Cortana" isn't as bad as "Ok Google", but has a similar problem.
"xbox do the thing"
"alexa do the thing"
"hey siri do the thing"
"ok google do the thing"
There's something in the mechanics of saying "ok google" that makes it feel kind of awkward.
That's aside from the fact that having the brand name be a required part of it that rubs me the wrong way.