I honestly don't get this device one bit as everyone has phones that can do the underlying functions. I would be slightly more intrigued if it was made by Apple or Google, as I could seem them really integrating it into their own services/devices you already own, but other than that, it is just a bluetooth speaker essentially.

With that said, the one thing I don't find creepy or unsettling is the always listening aspect. If the NSA had a backdoor to your iPhone or Android, something tells me it too could always be listening without your knowledge as well.