'For instance, if a user is ready to hit the bed, all he has to do is say "Insteon, turn off all of the lights." If the user wants to turn down the lights to watch a movie, he can just say "Insteon, turn on 'Movie Time.'" Yes, it's that cool.'
Now lets imagine something cooler:
"Cortana, turn off all of the lights."
"Cortana, turn on 'Movie Time.'"
"Cortana, display the Front Porch."
Yes I think I instantly made the idea 100% cooler. It's like they don't understand the novelty of just saying Cortana before every command.