So, it's not that you can suddenly magically access devices by MAC address over the Internet (MAC addresses are still local network only), but since the sockets are all connected to a central server who knows them by their MAC address, that makes it possible to send those messages.
This would all not be a problem with good crypto for authentication (and secrecy), but apparently they put pretty much none of that into the product/app. So it should be realtivly easy to find out the MAC address and then very easy to talk to the central server and tell it to send messages to whatever device.
(It's a little like an open relay mail server, and bad for similar reasons)
It would be pretty cool to remote control all of those sockets and make a blinkenlights display visible from space :D
Anyone can send a command to the server, and the server routes it to your device based on the MAC address in the command.