Amazon surprised everyone Thursday by unceremoniously launching a product called Echo.

The Internet-connected hardware device provides support for Amazon’s virtual assistant platform. That platform, called Alexa, works like Apple’s Siri, Google Now or Microsoft’s Cortana. You talk to Alexa using Echo’s microphone. Alexa talks back through Echo’s speakers. Alexa does things for you. It answers your questions.

There is no conceptual difference between Alexa and Siri, Google Now or Cortana.

Critics have pounced on Echo, saying that it’s just a manipulative way for Amazon to make it easy for you to buy stuff. That criticism is as true as it is obvious, but it’s also irrelevant. Both Amazon and consumers want buying stuff to be easier.

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