[kbenson]

> Similar for "Assistant", though a bit less so.

> Company <very common term> though, is hard to pull off.

I think when <very common term> actually describes what the service does, it's an entirely different story. If I say I'm using Google assistant to map a route for me, or answer some search terms, even if there isn't a marketing campaign that's pervasive enough to seed the service name in my memory and the memory of those I am talking to, there's a high likelihood they know or can figure out what I'm talking about. There's only so much room for people to remember service names like that and expect them to be ubiquitous. I would much rather they be called Apple/Amazon/Google assistant so I didn't need to know them. It's not like there's a high chance of me using Siri or Alexa any time soon, since I don't own any devices that provide them. I don't use Cortana because why bother, I only have that for my desktop/laptop, and I can just as easily (if not more easily) search with text generally.