The writer owned iPhones in the past and said Siri was very disappointing. He owns a Mac Book Air laptop.
There are many people who have some Apple equipment(ie, in the "Apple ecosystem"), but use a variety of third party services. The writer uses GMail and some other Google apps, Spotify, to name a few. That is not unusual surely, yet still be considered part of the "Apple ecosystem".
Why would Sonos be running a promotion now? It is January, post Christmas when much buying activity is already done, and assuming the HomePad at least raises awareness of smart voice assistants, Sonos wants to be in the frame when a decision to buy is made.