They are a) much smaller than the competition (
https://imgur.com/a... ) and b) a 1st party product and therefore 100% feature complete / compatible.
For example, I cannot control my Trådfri sockets in Apple Home Kit because they are not visible there.dfri Bridge or at least temporarily to be able to install a FW update on the sockets which would then enable this functionality without the Trådfri Bridge (but with the HUE Bridge).
You have to decide for yourself whether this price is worth it - but they are not less smart than the IKEA solution.