I would assume, yet _another_ standard. There are a bunch of them, and product builders are taking a long long time to properly implement, and often buggy. And they often result in the consumer need to buy yet another gateway/router, and learn the ins/outs and quirks of another protocol that won't work properly in years, all the while two new competing standards have been introduced. An example - how long has Matter existed? Yet, it hasn't had a profile for smart plugs with energy monitoring (eg the 12$ IKEA one). Such a basic use case...

And all this so Samsung et al can siphon off more user data and show more ads.

I fully understand the consumer viewpoint.

But, it's great news imo with sub-GHz (Suzi)!