I feel like a lot of folks down here are focusing too much on the agent part. That's purely marketing. No one who worked on the service, I am sure, was building exclusively for agent usage.
This is simply the framing device that all marketing needs to present these days.
Of course it's just marketing, but that doesn't mean it's above criticism, especially when it's shoved so hard down our throats.
"Please stop talking about the thing we can't stop talking about"