I presume you personally could set that up. I probably could too. But 99% of the world isn't tech experts and can't do that. Or fix it if something goes wrong. Even if you can, you might just want to go to bed and not have to debug a broken assistant integration first.
The benefit of cloud integration, for that 99%, is that there is a professional out there to keep it working.
I got a fancy new one a bit later with an adjustable frame and remote control and all that... $2200, and even that felt crazy expensive!
1. That's exactly why I prefer a plain old analog mattress that needs zero tech or support from anyone ever
2. Even with that being the case, for the average consumer who wants an electronic/controllable bed, it's still a better deal than anything that requires a custom home automation setup. Check out the prices for hiring somebody who can actually troubleshoot that.