Understanding Embedded Cortana

Lately, I have been hearing and reading that Cortana has been stripped out as prominent/front facing AI to more at the backend/embedded.

I do understand what that means. Some Microsoft applications is getting Cortana integrations or embedded so it is feeding its intelligence into those applications.

What I don’t quite understand is, what is the incentive for consumers/or Microsoft themselves using the brand Cortana and telling customers this specific feature or intelligence is powered by Cortana?

I mean, Cortana is dead (from what it was initially envisioned – a true standalone AI assistant). So me, as a end user, using for example Design ideas in Power Point, how does it matter to me if it is powered by Cortana? Let the AI (whichever in this case) do its thing and get me the results.

I don’t know why Microsoft is still trying to push Cortana (embedded) when it doesn’t even matter anymore.