It made me laugh when Phil was going on and on about the speaker and showing the sound waves. I was thinking, "ok, i get it, it has great sound, let's move on," they are fluffing the sound aspect to give it a reason to own this over competitor's speakers.
They're definitely pushing it for the sound value. They understand that Echo, although a great product, is lack lustre what it comes to sound (I've owned one for a year, and always felt like something was missing - plus no Apple Music support). They understand that people really like the sound quality of Sonos and multi-room set up ability. They're going for all three of those markets. Great AI (arguable) and best in class sound (we'll see).