A significant thread through the net neutrality debate was making sure ISPs (read: cable companies) didn't turn the free and open internet into the thing those ISPs actually want, bundles of cable packages. We have, thus far, been mostly successful in stopping it. Google, Apple, Microsoft, Amazon, and Facebook have defended net neutrality and fought the bundle. But, deep inside the software that powers their empires, they're each creating a different kind of bundle. It came from places we haven't been watching closely enough, and it has many names: Siri, Cortana, Alexa, Facebook M, and Google Now. There's a problem that's built into them: [theverge.com] they only seem to work with certain parts of the web and — here's the real rub — certain apps.