In the stone ages of mobile a couple of years ago, you actually had to tap on an app icon and open an app in order to access its functionality. While backwards, onerous, and tedious, this ensured that if I was ordering Air Jordans from Shoe Giant #1 or a Big Mac from Ronald McDonald, I would have at least a couple of interactions with the Nike brand or McDonalds.

Now, now so much.

This story is live at Forbes here:
https://www.forbes.com/sites/johnkoetsier/2020/10/08/developers-google-siri-alexa-are-an-abstraction-layer-over-your-apps/