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I hate these things, need to buy other things to integrate. Like the hub required and sold separately on already expensive pieces.

Sticking to hub less matter support devices all the way.
 
So you need the HDMI sync box for $350 in order to have the lamps work like in the advertised video?
And you need the hue hub to setup too so you need to buy two additional piece of equipment. That thing will end up more than $500-$600. Scummy business model.
 
Regardless of cost, why would anyone want an entire wall “washed” like this? All it will do is make the actual screen look small by contrast.

I have a 50” Philips Ambilight set into an alcove and the background light effects (extending maybe 10cm) provide a perfectly sized slightly immersive experience, reducing eye strain in low light. Proportionality is everything.
 
Cue $18 USB powered light strip attached to the mostly useless USB port on it... creates the same thing -- much cheaper and turn on/off with the TV. Hue: no thanks...
 
They have a 25% off coupon for signing up for email newsletter. Softens the blow a bit …
 
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