While Cortana has been around on Windows devices including the lighter/embedded versions of Windows for awhile, it hasn’t been extended as an API. This is a shame. Immediately, at least if music was enabled, it could compete with AVS or even Embedded Google Assistant SDK.
The Invoke invokes a “me too” feel. The issue is that it’s not enough for voice devices to match the Echo in functionality, they need to leapfrog it to be able to displace Echo market share. Maybe Microsoft will try to bypass the consumer market and aim at business applications for the device, similar to the Surface.