If you were in any doubt that Sonos is looked at by the rest of the audio industry with some envy, all you really have to do is watch what other brands launch. I've seen a fair few home speaker announcements in my day, and JBL's new Cove speakers are just about as direct in competing with Sonos as any I can remember.
JBL says that Cove is a new "whole-home Wi‑Fi audio system" and, to be fair, I'm a huge fan of Wi-Fi speakers in general. Their convenience is hard to match when you're at home, and their connectivity is superior to Bluetooth-only models in my experience.