content: The one thing that would have made me buy the Amazon Echo. I'll start by saying I was one of the few with a chance to purchase the Echo when it first came out for $99.  And this morning I seriously considered buying it for the $129 sale price.  Why didn't I? Because I can't change the effin wake word! Seriously.  I think Amazon would have had a huge hit if they had made just the one little improvement..letting people name their Echos.  Having to call it Amazon or Alexa killed my interest.  And why can't you even call it Echo?  I mean seriously, that's its name.   Now I'm no engineer, so perhaps there is a vaid reason for this, and if there is I'd like to know why.  But it would seem the user should be able to repeat a word to the device a number of times to set that word as the wake word.  Sure we'd have people naming their Echos a variety of swearwords, but why should Amazon care. For now I wait until they make this fix...and then the next time it goes on sale I'll buy it.  I hope they are listening.