Sonos wouldn't like it, but you could call its new smart speaker an "Echo." A high-end, very nice-sounding, but flawed Amazon Echo -- the kind someone who just got a promotion might buy themselves, because unlike the $US50 Dot or new $US100 Echo, this speaker will set you back $299.
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Sonos has been making smart home multi-room speakers for a long time -- I first listened to a ZonePlayer S5 a full eight years ago. But it's 2017, and smart speakers can't just be controlled from an app on a phone any more. They need to listen to your voice, and that's exactly what the new Sonos One does, as well as controlling your life -- both through Amazon's Alexa and the Google Assistant.