Cloud servers cost money to run. Security updates cost money. Firmware updates cost money. Mobile apps have ongoing costs, you can't just release an app into the stores and have it keep working, Google and Apple keep demanding updates.
One time fees on low margin consumer electronics is not a sustainable model.
And surely an app can keep working with minimal updates, I don't see that as a huge expense for Hue.
And then suddenly that last company finds itself successful and needs a plan to actually stay in business, so they update their EULA and start pushing a subscription service.
Or, more commonly, they just go out of business.
Cost to build, around $7. Retail price, over $30. Profit for the company, around $3.
Distributors and retailers took the remaining.
Selling stuff in physical stores is a nasty business. I remember these numbers whenever I see people complain about app stores taking a 30% cut.