That doesn't seem like a fair view of the analysis.
If the real value was in the hub, and these other lights were getting a free ride on it, then the opportunity would be to charge more for the hub.
What is far more likely to be the case is that the support costs around problems caused by random third party components messing with the Zigbee network were exceeding the value of providing that support, particularly when you factor in that the customers they really wanted to grow wouldn't be using anything other than Hue's.
So, while blocking out 3rd party devices decreases the perceived value of the hub, the drop in perceived value is far exceeded by the drop in support costs. Easy win.
It's still hostile, but to a distinct use case, rather than their entire customer base.
If the real value was in the hub, and these other lights were getting a free ride on it, then the opportunity would be to charge more for the hub.
What is far more likely to be the case is that the support costs around problems caused by random third party components messing with the Zigbee network were exceeding the value of providing that support, particularly when you factor in that the customers they really wanted to grow wouldn't be using anything other than Hue's.
So, while blocking out 3rd party devices decreases the perceived value of the hub, the drop in perceived value is far exceeded by the drop in support costs. Easy win.
It's still hostile, but to a distinct use case, rather than their entire customer base.