Allowing Alexa devices to respond to the more generic "computer" is a not-insignificant win for Amazon IMO.

Though it can get a little confused when I'm watching Star Trek variants on a nearby TV...

Try setting it to "amazon" and then watch a video about AWS or something similar.

"Echo" is the 'safest' one for me.

I wish I could use Echo. I have to spell words by phone using the phonetic alphabet at least once a week. And E (Echo) triggers Alexa often.

Echo is also a name...

But he isn’t complaining...

https://en.wikipedia.org/wiki/Ecco_the_Dolphin

And Umberto is dead.

I ditched my google homes almost entirely because of ok google feeling to hail corporate - I much prefer echo or computer on the Amazon platform. I think the key is just allowing some customization.

Definitely, yes! And it's helping their brand. But I doubt this would've worked with Apple or Amazon, as those are not search engines and are used differently.