It wasn't a big risk. It was the Samsung of old shining through again. S-Voice anyone? No one ever used it so I guess they thought: hey, why the heck don't we make it even more invasive and give it a stupid name? And a dedicated button that'll annoy the shnikies out of people? And why do we do it? Because we wouldn't be Samsung if we didn't put a superfluous, crappy and annoying as frak feature in every otherwise extremely attractive handset we sell.
Why did they have to do this? We already have Amazon Echo, Google Home and Microsoft's Cortana on Android. All of these are leaps and bounds better than anything that has ever come out of Samsung software-wise. And Bixby will be yet another thing that'll keep Samsung from releasing timely updates as it's so deeply integrated in the phone. As Samsung has the tendency to never release security updates for some people, it's also a complete security nightmare.
Honestly, I've been looking forward to the S8+ ever since it's been announced, but I think after having thought about it today, I'll cancel my pre-order and go with an LG G6 instead, despite the latter's slow camera software and more boring design. Damn you Bixby. Damn you.