There has to be confirmation for the order to go through. Anyone who had an Alexa device in hearing range of that TV broadcast and had Alexa try to place the order would have had to answer "yes" to an Alexa question about whether she should place the order. That confirmation question should have in theory negated almost all of the orders before they were placed. If someone heard the order being placed and then heard the confirmation question, then they could have simply said "no". If the Alexa device was unattended, then the confirmation question would have gone unanswered and the order should then have been negated.

Amazon really does need to tell buyers that it is best to set up both parental controls and the 4 digit authorization control on all Alexa devices if they are going to leave them purchase enabled. I agree that they should also send out new Alexa devices with purchase disabled and instructions on how to enable it and protect against accidental and unauthorized purchases.