I think the author misses the point of Sonos somewhat. I don’t think they aim to dominate the smart speaker market. They seem to be a fashionable upper midrange device that is as much for status as it is a speaker. They market Sonos speakers as a fancy home speaker that also happens to support Alexa. Amazon is more the mass market option and just aims to put Alexa in every home.

Sonos will never take over the world but will be an established niche player. I would also agree with the sentiment of no Alexa in my home. I was an early adopter of Amazon echo but I have given them away and will never have one in my home again.