Feels like it's getting worse too. For example, things like Google Home and Alexa discourage choice. "Order me a pizza" means they are now either kingmakers in the space, or incented to open their own pizza business. I'm not a fan of big government, but at some point depending solely on their goodwill seems dangerous.
In general, I agree with your warning that Alexa and co. could limit choice. But is really anyone ordering just "a pizza" or "a lightning cable" by voice without further specification? Isn't customer satisfaction key for using the assistant in the future again? If using a virtual assistant for ordering, I'd instruct Alexa (or Google or Siri) to order a specific pizza in a specific size from a specific pizza delivery.…
So for household commodities ? sure they'll choose the defaults.