To me, Bixby is just another reflection of how confused Samsung is about what bits of their software should be independent and what should be borrowed. Tizen OS has been floating in and out of existence for years on Samsung smartphone concepts, and S voice has lingered on Samsung wearables since the first Gear (my S2 uses S voice instead of Google assistant).
Overall, I still find this Bixby venture by Samsung to be pretty misguided. Considering they are the #1 seller of Android devices, couldn’t they work with Google to get some of their deep device commands into Google assistant directly? Or at least add on to the assistant for their own devices instead of building an AI from scratch?