Amazon Alexa in the Car?

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So I saw this thing in the Amazon daily deals, and wondering why someone would want this in the car, especially when you still need your phone present.
https://www.amazon.com/Alexa-Enabled-Charger-Navigation-Hands-Free-Streaming/dp/B079FYG5TC

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So why this over native Siri or Google Assistant? Am I missing something? Also the video on the product page is pretty horrendous.