Few issues with the article. One, is that it just does a strict comparison of Sonos to Amazon. Fair points. But, what Sonos has that other's/including Amazon don't is diversification of speech services. Airplay 2 is now active and then Google so it will be the one speaker product that can be used with all the major services.

Second, Sonos can be used with all the music services, unlike every other competitor. Question then is if another voice service will provide access to these other services.

They don't play in the same circles, in terms of price and cost, of Amazon Alexa speakers but Amazon's speakers don't play in the same circles of sound quality. Point three is that they just compare to the Sonos 1. However, Sonos has an extensive line of products for which there is no competition from Amazon. Playbar/Playbase/Beam. Also allow you to connect to regular speakers or receiver with the connect/connect amp. Devices without Alexa built-in can still be controlled via any other Alexa product with a Microphone. Lastly, by opening up the software, the direction they are going is to allow sonos to be an endpoint. So, this opens up all types of possibilities.

Yes they still have high competition and an uphill battle. But, if you look at where Sonos was caught flatfooted to where they are now, they made some strategic plays very quickly. Not saying its a good investment, just that the article didn't explain what IP Sonos brings to the table.