Lots of platforms exist for home automation, control of IoT devices, etc... HomeKit, Nest, Wink, etc.

How worth it is it to integrate with these platforms? Should new IoT devices "cover all the bases", or is it not worth the extra cost & development?

Currently I'm doing an IoT project and I think I may just skip all those platforms. The HomeKit app costs $14.99, a Wink base station or a Nest costs money... Personally I'm doubtful consumers want to pay those extra costs.

Thoughts?