As someone who now owns both, I think there is a place for each brand. LIFX is brighter, but in most places, we don't like bright lights and previously had dimmers on pretty much all our switches or used 60w bulbs anyway (Philips). In the few fixtures where we occasionally want a brighter light, e.g., kitchen table light (4 bulbs) for cards, games, projects and hall lights, LIFX bulbs make more sense. Since we haven't completely switched out our old bulbs for smart bulbs, we can use both, but mostly we are using HUE.