Yeah, this, primarily. I mean, last year, I got several Echo Dots for people as Xmas gifts (as well as for myself) because they put them on sale for $19.99 each. At that price-point, I can't even think of another electronics/computer gadget you can buy that does as much (except maybe smart plug or lights - which you'd likely use WITH a device like an Echo Dot).
Secondarily though? They really are pretty far ahead of Apple in capabilities. The ability to create custom "routines" in their Alexa smartphone app (or on the web site) is a game-changer. I mean, yeah - I get that probably a good 50% or more of Alexa users have never even attempted to program up any custom routines.... but Apple acts like that's the only crowd they need to cater to with Siri. Those of us who want to do more advanced things with these tools find Siri falling short.
Just for my morning alarm alone? With Alexa, I can have it wake me at a preset time with an alarm sound, but then have it automatically read me the day's weather forecast and traffic conditions for the drive in to the office on the days I go in. (Can tell it to skip that step on the days I work from home each week.) If I want to get fancy? I can tell it to turn on specific lights in the house after that and read me a quick summary of the news. Maybe on weekends, set a much later alarm that just plays up to 60 minutes of streaming music? All kinds of flexibility to do creative things, especially as you add some home automation.