Because most voice assistants arent that good yet, and those companies already had products that basically maxed out the value of the voice assistants (watch/earbuds).

Humane has beaten other companies to the punch, if you count a flailing noodle arm as a "punch". This device clearly needs significantly more work on the ecosystem, accuracy of answers (it gave 2 wrong answers in the video), and actual input. The projector idea is absolutely terrible, and Im certain this will essentially end up a voice only device for the people that do buy it. The projector wont work outdoors at all, and even indoors, it looks terrible to actually use.