[simbolit]

The sub-headline says everything you need to know: "Gadget makers, unsurprisingly, are hesitant to compete purely on device quality."

[garphunkle]

Lutron Electronics is a good counter example

[okeuro49]

And you would have misunderstood...

> If Matter can succeed in convincing companies to compete on the merits of their devices—not the incidental revenue that comes from being a single-system device provider, or phone app marketing...

[simbolit]

...then in a few years, people won't even notice that they're simply scanning a code on their devices and adding them to whatever home control system they wish.

The sentence you (partially) quote starts with "if" and ends with "wish". Cough.