IMHO, services like Hey is for people who don't know how, or don't want to bother, to set proper inbox rules (it has many other features for sure but organizing emails is one of the biggest selling point as far as I see).<p>But for me, I just want a reliable, dumb, boring email service without any "smart" features. I will decide what to do with every type of incoming emails myself. Fastmail gives me exactly that.