I think for marketing purposes you could have a hot list of marketing terms (presumably these would be scarce so sold to high bidding companies) and match against those which would be a sort of middle ground between the general purpose processing and a single wake word.

You could do it in a cheap (in terms of energy) and sloppy way where it only needs to be correct most of the time of the time to have a net positive impact on ad targeting when reconciled with other user data.

Ah, one of the eagar faces at the Trump inauguration is silently stealing screenshots of peoples’ phones. What could possibly go wrong? Glad I binned that stupid platform.

Fascism on the rise? Better get their list making and person finding mechanisms sorted out for them in advance.

-liberals everywhere