Reading though it seems like a common universal standard that fully removes the need for third party services as all devices will adhere to a common standard. (I"m sure all of these will offer third party apps and all that still) but if you look at something like Homekit smart plugs, you can configure many of them without ever using anything but the Home App, just scan and go. Done right, this standard could make these devices never need third party services, just local networking. Seems like the goal, obviously I agree with you that it should be a stated priority.