Especially in the last year or two when many of these articles focus on the physical access exploits of cheaper manufacturers. If someone is going to break into my house just to ransomware my thermostat, or upload new firmware to my Gen 1 Alexa... someone needs to explain to me how there are not more high value targets/things in either of those cases. Even for surveillance purposes.
Hardware is hard. I think many small IoT companies have figured that out, the larger ones have known it for a long time. Security is harder, but that's why it's important to buy from someone reputable (e.g., the "default password" fiasco on cheap DVR wired camera systems)
Disclosure: I work for a large consumer IoT company.