Also because, Hue only makes so many types of bulbs. I have many types in my house that Hue doesn't offer.
Yeah the biggest problem is there's no 100 W equivalents, only 60.
Sorry, I'm not seeing how this works. Their site claims if you have an Apple TV that you can control it from outside your home. This would imply that it connects to the atv over bluetooth which means it would need to be paired to the atv. On top of that, Bluetooth is crap when it comes to walls and most people only have one atv so if the switch has one maybe two walls between it and the atv, I bet it won't be very dependable when trying to turn the lights off when not at home. Now try adding a switch on different floors or across the house, Bluetooth is dead in those scenarios.
This is how any HomeKit device works. It automatically pairs with your ATV over WiFi or Bluetooth LE, as long as they are signed into the same Apple ID you set the device up with. That is nothing specific to this product.
Second, there's no problem with BLE and walls at all. I use a BLE sniffer app on my phone and I can see the Apple TV's beacons clear across a 1500 sq ft house. BLE does use small packets and beaconing.