OK, look: there’s nothing cheesy about the first-ever Amazon Super Bowl commercial, per say. But as its star, Alec Baldwin, is discussing cheese with a group of chefs in the Amazon ad, we went for some low-hanging fruit in our title, to extend the food metaphor.

The ad showcases the amazing abilities of the Alexa digital assistant you access via the Amazon Echo. It can help you call a cab, order lots of cheese, or… do other things. If you don’t mind having a rather large black tube sitting on your desk, then this is a great tool sure to save you a few seconds of typing here and there.

Anyway, kudos on tying in a football-related joke with the whole “Deflate-gate Reference,” Amazon. Ha.