Too many companies are finally realizing that thanks to matter their products are basically going to become commodities. No longer is there an advantage to sticking within a single platform to avoid hubs (ok so maybe "no longer" is jumping forward a few years but still, the steps are happening now).
The part that really frustrates me, my Hue devices are the most reliable devices in my home automation behind my HomePods. On a fairly regular basis my other home automation devices will just randomly not work, loose connection, or just generally have issues. I am not exactly itching move away from that reliability and I feel like Phillips Hue likely knows this.
This includes Ikea when I tried their smart tech just a couple years ago. It was incredibly unreliable and I do question actually recommending it (that being said, maybe they have gotten better and I would love for someone here to tell me has... it seems kind against Ikea for them to go down a locking down approach?)
"real" protocols like Zigbee and friends seem to work well.
However I think the Ikea hub I had was ethernet only so not sure if that's the entire answer.
I have had IKEA bulbs and outlets for over two years (adding to it over that time) and have great experiences and high reliability.