Let me weigh in on Sonos Play:3. I've owned it for 2 years. It has no smart assistant, it won't play my music files, it only plays streaming music. It will require plugging into an ethernet cable, I've done it twice, for some random reason, and require a new set up process. As mentioned ^ Every reviewer says it is a lesser sound quality compared to the Apple HomePod. It costs $350 so it isn't more affordable, but there are clear drawbacks for someone who already thinks spending $350 on a single speaker is 'okay'.
Sonos does have an aspirational ecosystem, meaning, I want to keep with Sonos and build a home theater setup (4 speakers plus sub). Apple doesn't have an aspirational product line, this is just an accessory. (i've posted about this aspirational ecosystem on this forum already)
I AM the target market for this HomePod.
1. I won't buy a half-baked product.
2. I'm not thrilled with first-gen Apple products, they are abandoned quickly, usurped by a much better product. (iPad vs iPad 2; Watch vs Watch series 1)
3. ^^These two factors combine to entrench my hesitance with HomePod
4. No aspirational product line.
5. The backwards-looking product ignores a world full of products and doesn't integrate with say, TV.
6. It's a personal product, it isn't good for a party with mixed devices.
7. (A friend of mine mentioned it like this

It is music-centered with HomeKit tacked on, I want HomeKit-centered with music. Apple is holding onto the Cachet (as my friend puts it) of artists/musicians/iPod because it makes their brand relevant. (also I think they are comfortable in the old maxims created at Apple in 2001 (music/iTunes/bands/brands).