Minutes after seeing this, I decided to buy the introductory pack. I think this is a really big deal, especially with the iOS component. I was about to buy a set of LED bulbs to light my home so the timing is perfect--can't wait to install these in my TV/media room, to try them out. Dimming them from the couch, plus the color-matching, had me sold.
When I opened this thread, I was stunned by many of the negative comments. To the people who posted them, here is my statement: "You not wanting a product does not equate to others not wanting the product. Yes, they're fairly expensive (as are all decent LED lights bought from a reputable source--see Michael73's post above mine), but they will sell like hotcakes to those who can afford them. Next time, if you're not impressed or interested in a new product, don't waste our time and yours with your miserable snark."
Hyperbole, perhaps, but this is a remarkable product from my perspective and the automatic gainsaying by some of you, not just in the this thread but many others also, is getting extremely tedious. Reasoned and respectful arguments are fine; useless negativity is not, and it tarnishes this forum.