The thing is - how do they avoid getting Foursquared again by Apple and Google respectively. Apple and Google can do the same thing with voice and with their OS advantage, it will be seamless and built in.
This sort of OS advantage is why companies are now required to show you available options when you furst use certain features. I'm not saying the current approach here is the best mitigation, but for instance on IOS during the OS setup, you're asked to pick a default browser. Similarly on Chrome on a new machine, I was recently asked to pick a search engine before I could use the search bar, showing several options.
I wonder which one was defaulted to or first one in the list. That one will gain 90% of the users’ choice.