It's literally four steps. Routines is listed in the main menu. Control4's When>Then paradigm is the only traditional control system entry that comes close, and it's far more involved. And it requires a 4Sight subscription.
I agree it's getting pretty robust. However, for the typical non-tech customer, many of them don't have the focus to speak the exact routine the correct way.
I'm just waiting for Alexa to become smart enough to interpret a sentence spoken multiple ways.
So it can interpret all these the same:
Open the upper shades
Upper shades up
Raise the upper shades
Can you open the upper shades
Raise up the family room uppers
Open the upper family room shades
Open the friggen upper shades