As soon as you see them for what they are it makes perfect sense. They're basically a proxy to google search with extra dumb features on top. Every single feature that isn't google search has been hard coded (map directions, setup alarms, &c.), as soon as you get out of the hard coded cases it's blatantly obvious these things are anything but "smart"
imho they're just used to give google/amazon a few more data points for their graphs