Good question and a long story. We'll try to keep it brief for example.
Example 1: Our lamps work with 'Ok Google' / Google Assistant. We would like to display the logo for 'Ok Google' or 'Hey Google' on our packaging. But in order to display this on the packaging, we have to apply for the certificate. We can only get this if we display the logo on the front of our packaging. We don't think that's pretty, especially since we have to display a lot of new information on the front since new legal changes. We would rather display it on the side, where there is still a little bit of space. That's the only reason we don't have an 'Ok Google' certificate yet. Unbelievable, right?
Example 2: Amazon Alexa also works with our lamps. However, when we applied for the certificate, there were problems in the system. It took several weeks before we found the reason for this. No wonder, because the error was not in our system. We therefore have to submit a new application. This takes so long that it is not ready in time for the start of sales. So we have to be a little patient until we can use the certificate on the website and packaging.