Things can be novel and useful at the same time.

The new shiny and new car smell will fade out, but some things stay after that. I'm about 90% sure Claws in some flavour will stay even after the hype slows down.

If a mobile phone company can figure out how to make this cost-efficient and be reasonably sure the assistant won't do anything that gets them in the news, their next device versions will have a similar branded system