content: Adrian Kingsley-Hughes demonstrates in this opinion piece that he knows nothing about how corporations research, design and implement tools or products, despite being a tech-writer for quite some time. This piece is a complete disconnect from reality. In the article's sign off, he says, "Not only is diversity essential, but it's important that these digital assistants can cater for the needs of all users, and not be an unconscious reflection of the wants, needs, and desires of their creators."  A company such a Google, which specializes in creating profiles on people based on their activity both online and in daily life, does not make a digital assistant have a female sounding voice because Sergey and Larry are males. These tools are designed from the ground up and are not arbitrary. Adrian is an idiot.