The idea behind Samsung's Bixby isn't so crazy
While Amazon's Alexa and Google's Assistant are aimed at providing a voice assistant for a wide array of duties, Samsung's Bixby is designed to be a more effective way to do the task at hand, whether that is setting up a TV or navigating the apps on a modern smartphone.
My thought bubble: I'm not saying that Samsung will be successful with its Bixby voice assistant. In fact, I believe it faces a steep uphill battle. But as electronics get ever more complex, a voice interface can be significantly more efficient than menus or buttons.