Unappealing and a waste of time. Samsung has access to Google Assistant, for free. G just announced that it's coming to all devices on MM or higher.
Bixby isn't intended to be an awesome assistant and it'll never have the level of performance that will be possible when Alexa and GA grow up. But it has to exist because Samsung makes products that aren't phones - namely their TV's and home entertainment peripherals that can't use either of the above named services without meeting the conditions of licensing. Therefore, Bixby is intended to be used in those products but in order to raise awareness of the feature and introduce people to how it'll work, they put it on their phones, which get into the hands of many consumers. At best in a phone it's a gimmick, or sort of a "hey, we got that too" - but at worst, it's a waste of BILLIONS of dollars in this current form. When they bought this product I was really hoping that they were going to abandon the actual assistant part of it and would instead focus on integrating some of it's ideas into the rest of their OS.
Here is a simple test of how serious they are about launching a complete product: Have a conversation with it about your Amazon Prime videos and Google Play Music playlists.