I bought these yesterday...

I bought these yesterday https://www.aldi.com.au/en/special-buys/special-buys-sat-3-august/

quick and easy to set up

took about 2 min to integrate into google home mini for voice control (others might do this faster or slower).

the few remaining companies who still rely on a hub will have to go this hub-less path IMHO.

by the way, many Aldi specials have people snapping them up - but these were readily available which tells me that the average punter does not care about wifi lights yet. (P.S. when I bought Ring products at Bunnings in the EOFY sale, there were also plenty available, so smart homes in general may not be a priority).