Is it just me or is 40 bucks still way to expensive to be considered by the majority of potential customers? I am definitely not willing to pay $40 for a single power outlet.
Yeah, this just seems completely wrong-headed for the majority of applications.
First, each one of these is a client on your wifi network. That is incredibly wasteful of both wifi router address space and energy. Wifi clients take up a decent amount of electricity just staying connected. Fortunately, this has an electricity source it is always attached to, but if your aim in wiring these in is to save energy by making sure lights get turned off more reliably when you leave the room you are taking a pretty significant step backwards.
Second, who has appliances which nicely toggle based on being plugged in anymore? I mean, your TV isn't going to turn on/off with the switch, most standing fans sold have electronic controllers so don't come on / turn off with the power, more efficient ceiling fans and lights are hardwired in, etc. I'm looking around my house and we have two lamps near our bed that would operate based on this, but that's pretty much it. The other plug-in instant-on electronics are all appliances and power tools!
I don't know, I suppose there is a niche for this, but it is being billed as a way to get your non-connected electronics in on HomeKit. That might be the case if you are still dealing with non-connected electronics from the 1960s, but anything built since the 1990s is not likely to be very happy having its wall power abruptly turned on and off, and is also not likely to do anything useful when that wall power is turned on again.
That said, I'd love a better implementation. A system which allows for efficient hardwiring of all the already-hardwired devices (perhaps communicating over power lines like those old competitors to WiFi) so each individual device just sips power would be much better than this WiFi-connected approach. But devices are going to need to be built to this new standard, not retrofitted.