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But from their standpoint it's a bit "damned if you do, damned if you don't."

No, it is not. They have two options - have their own standard or support other ZigBee devices. This has not been a problem with another similar standards like KNX.

but I imagine supporting cheaper third-party devices is becoming a headache

It is not about supporting some cheap third-party devices but other ZigBee devices that Philips claims to support.




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