Compared to competing hotwords like "Hey Siri" and "Alexa," the "Hey Google" wake word is downright clunky. Maybe it's the guttural phonetics of the phrase, or perhaps it's a subliminal objection to pledging corporate allegiance just to get some info. But whatever the reason, it's high time Google let us invoke its digital assistants with a more natural phrase. After this week's news, it's looking more likely that could finally happen.