That's without even mentioning the "internet of things" phenomenon, standalone voice assistants, and so on. The advertisers aren't happy just collecting web usage data anymore and now they want into our actual homes.
I honestly don't get it. Some tech-savvy people I know are hyped up about Alexa and technologies like it, speaking to them about it it's like we live in a world where the Snowden leaks never happened. Either that or the interest from exploring new technology is hiding the downsides.