This is brilliant! Now I can stand next to a lamp, take my iPhone, go to an app, select this particular lamp from the list and even switch it on! How amazing is that! It only takes 30 to 60 seconds. and it's only for $80!
Well, I could also switch the bloody lamp on manually, but it takes only a second and it's free so... nahhh, let's be modern for once.
I think you fail to see the relevance of such a system. Some users have more than one light and may have multiple rooms, on multiple levels. For instance, I have over a dozen lamps all using the HUE lightbulbs. The beauty of it is I don't need to walk to every lamp, every time I need to turn one on or off. I have scenes and a geo fence setup to do it for me. Not only is that convenient, it saves me time every day from having to turn these lights on and off, at least twice a day. That time adds up over the year and it's a waste.
There are many things you can do with a system like this and it's a welcomed addition to those of use with busy lives that would like to use that time on other more important things. Less hassle, less waste, more time for fun or with family. It's a convenience.