It is very unpleasant to have to repeatedly say the wakeword over and over again when the instruction is not understood.
"<wakeword>" starts listening "do X with Y"
"Sorry, I didn't understannd that"
"<wakeword>" starts listening "do X with Y"
"I don't know of a device called 'wise'"
"<wakeword>" starts listening "do X with Y"
"Okay, I did X with Y"
It would be far more natural for it to ask you to repeat and start listening immediately at least a couple of times. (I mean, it seems unlikely that people will just immediately give up on the first instance of it not understanding).
"<wakeword>" starts listening "do X with Y"
"Sorry, I didn't understand, can you repeat?" starts listening
"Do X with Y"
"I may have misheard as I don't know of a device called 'wise'. Can you say it clearer?" starts listening
"Do ecks with why"
"Okay, I did X with Y"
Obviously, a retry of 0 would result in the current behaviour and people can set their retry count to whatever suits them.