Assuming instead of being another phone or voice assistant: It might make sense as a local AI server/proxy expanding to home assistant/TV. If they could claim to need to have device id's to avoid their models being scraped, they could force users to use their device proxy and avoid middlemen (likely by making it cheaper than direct access), and likely save a lot of server time by doing some processing locally on client's dime. Then they could start to play the device-id game with 2-factor authentication, etc. and their stock would track their install base like Comcast STB's.