> Matter is the seal of approval that says smart devices work reliably together—taking the guesswork out of the purchasing process. That trust allows you to choose from a wider range of the brands you love, and brings you the comfort of a secure and seamless connected home.
Which is indeed a major pain point with IoT so far: purchasing things that work together (instead of only cooperating in their own ecosystem and with Alexa). Of course that's more or less what HomeAssistant was already trying to do, but Matter might make this more appealing for "casual" users.