For example, the first and second-gen Nest thermostats had a Zigbee radio built-in. At acquisition by Google, Nest heavily leaned into the wifi/cloud side for control and the Zigbee radio was squandered, other than for some esoteric “Works with Nest” protocol that maybe 2 other third-party devices supported.
Edit: I stand corrected by the comment below.
It's definitely not as proprietary, which is probably relevant to a lot of potential implementers. There's close to no public information about Zigbee implementations while Google invites people to implement Thread through OpenThread.
Thread likely has more features with some pretty fully featured networking support, which some may consider positive, but some negative.