Older ads were far less powerful. They also couldn't embed themselves into your everyday life so much. "Hey Google, ..."/"Alexa, ..."/"Siri, ..." is an exercise in brand reinforcement every time you want to ask your smart assistant about something. At one point, I creeped myself out by realising that my first instinct is to call out "Hey Google" when I need something, even if I'm away from my Google Home.