Ask HN: As a Hardware startup what are IoT platforms not solving for you?

There is a vast amount of IoT platform providers out there, from generalized cloud service providers like AWS to companies like particle.io which offer a turn-key hardware solution.

I wonder: is there something that is not getting solved for you as a hardware startup and you have to build it yourself but wished you didn't need to?

Bonus question: what's your platform and why did you choose it?