Why Google is right not to give its new personal assistant a gendered name

Google kicked off its big I/O developer conference on Wednesday by unveiling a new voice-powered digital assistant along with plans to use that assistant to power a hardware device similar to Amazon's Echo. While the tool and hardware device look promising, some watching the event couldn't help but question why the assistant lacks some memorable name. And Google has... Google Assistant and Google Home? But there's an argument that not having a proper name may be a strength, not a weakness, of Google's new products for two key reasons. Incredibly odd how Google refuses to name its AI system.