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Speed and quality are the two main factors here. If Denon gets Echo integration rolled out months ahead of Sonos it will impact people's purchasing decision. Likewise, if the Denon integration turns out to be comprehensive and Sonos offers very basic voice control at first then that will also sway people. Sonos needs to both move fast and be full featured in their Echo integration if they want to keep the copycats at bay.
Local music library with carefully constructed playlists - no shuffling!, Integration with Homeseer Automation, No touch screen devices, No streaming services, No Apple products ever