This is so me-too. The only newish feature is a better privacy argument. This is a full 5 years after the Amazon Echo was introduced. This just adds to my creeping feeling that innovation is dead at Apple.
The big difference is seamless integration with other Apple products. This is why they’ll take market share, it will just work with your iPhone better than the echo does.
Usually the first thing I say to Siri is 'Hey Google' so it goes to Google Assistant.
I'm not really sure what "seamless integration" is left. I (and my friends that have similar devices) use smart speakers for power control, getting the weather, playing music, and setting timers/alarms. It doesn't take an sole-source ecosystem to make that work well.