Apple's marketing team has been on fire lately, more so than normal.
Do you mean somebody lit a fire under them and they are burning?
I don't know if that would be a good or bad thing?
Siri has rarely worked for me, so I have not used it for years.
After every IOS update I try again, same problems.
Especially when I want it to play music, say a certain song , it wants to call somebody.