Sonos partnering with Amazon a poor strategy?

Amazon may well come up with something for local music but are unlikely to ever support Google Play or Apple Music through Alexa. And likewise the others. This was always the Sonos strong point, support for all the major streaming platforms mixed with local music too. They need to find a way to continue that with voice control and not just copy the Amazon/Google/Apple approaches where they will always be second best.

The Amazon approach has them hamstrung even where Amazon has released Alexa in a country; the required server to server approach needs Sonos to be in catch up mode on the server pathing side, although this ought to be a one time issue. But for locations such as India, will Sonos ever feel compelled to invest to catch up? I have my doubts. It does not bother me because I have plenty of line in jack equipped Sonos kit, and wiring the Dot to any jack works better in many ways compared to the Sonos integration, but those with just play 1 units are stuck with Dots that don't do what they were bought for. With Google on the other hand Sonos may not have this constraint if the Google Play Music and cast to Sonos feature is the route that will be adopted for Google Assistant integration; cast to Sonos on Android capability automatically follows the release of Google Play Music in a country, with nothing needed on the Sonos side.

With Apple, there are more unknowns.

So with this chosen approach, Sonos is in the trailer, not in the tractor driving the rig. A risky place to be, for sure.