In a vacuum, having more features is good. But simplicity itself is a feature. Simple things don't break as often, it's easier to fix when they do, and they're more predictable, meaning it's easier to plan your life around them.
That was me, a few years ago. Now I love them (I use IKEA bulbs and outlets) and would hate to go back. Being about to control my lights from anywhere is just convenient. Now when I climb into bed and wonder if I’ve turned off the light in the basement (a frequent issue), I can just use my phone, not descend three flights and causing noise for others.
I like IKEA’s implementation because the cloud service for me is really Apple HomeKit, which I trust more than others.