@estherschindler <nods editorially> Voice matters; more broadly, voice EXISTS despite the best efforts of many technologists to misunderstand or ignore it.
(My workplace, for example, insists on bumping its head on that problem over and over -- pushes the in-house folk who write to sound "academic" [really just dry and featureless], then can't figure out why they so often take a backseat to competitors that sound human... or to the bits of voice that do sneak out in our stuff.)