My expectation is that they could sell advertisers activation sounds on TV ads. The Facebook app would be programmed to listen for a small handful of sounds (li

My expectation is that they could sell advertisers activation sounds on TV ads. The Facebook app would be programmed to listen for a small handful of sounds (like "hey sir"), but which correspond with eg a car ad. Then the advertisers can track consumer reach throughout the process. No speech recognition necessary, it's just another row in a database, recording an ad display. No evidence that this is what they're doing, though.