You may have already encountered a massive movement of friends and family migrating into new platforms. I currently see this in Germany regarding Instagram. I have been there for a couple of years now, but lately, I see more and more people creating their account. Sure, Facebook is actively pushing people to go there or giving you the power to invite people to the platform, yet the real movement is coming in 2018.
I agree that the technology is still in its infancy, and there are still some problems with infrastructure and app store, BUT Amazon delivers a small and smart product that serves as an easy entry into the future voice-dominated world. It is still early and more a gimmick instead of anything real, but to be able to play music, radio, listen to audio books, ordering FMCGs, dim your light and wake you up or simply remember your grocery list, Alexa will develop fast in the next 18 months.
For decades we've been living in a world full of senders, where the consumer was the passive listener. Then Social Media came around and suddenly the consumer had a voice. When we look at the industry now, the consumer IS the sender. The classic approach almost vanished and companies (which are still more or less anonymous) are losing their voice in the process.
The individual becomes more important by the minute and the consumers, well basically all of us, need outlets for it.