The first consumer router that supports a VLAN specifically designed for iot devices should sell well. Who will be first?
I also DONT want those devices to be able to connect to the internet: I have a D-Link webcam that has (had?) some issues around being exploitable remotely via the MyDLink or whatever it‘s called service. I don’t want to have (more) devices sitting in my network that open it up from the inside.
Also I need my guests should be able to access the internet without me having to whitelist their MAC address.
If you do need low cost VLAN-capable gear I've had success with TP-Link switches and Mikrotik WiFi APs.
Like the "offer a guest network" button which, now I think of it, might already be enough.