Honestly I think it's a great strategy to be bold and NOT be afraid to try new things. They are lucky to be in a position to be able to reach many of their customers and experiment. I say try, be bold. You fail, you hopefully learn from your mistakes and customers. Try again. Something will stick and could become successful.
At least Amazon compared to Samsung tries new things they do not copy. It takes courage to try and gamble with large sum of money. My hat off to Amazon even if I don't always like their product. Hell I did sign up for the Echo. I might stay in a drawer after a few weeks who knows but it's a good opportunity to try something very new. A virtual assistant that could listen to you at all time in the future. There is a lot of potential to learn from this.