Yup. I paid like $40CAD for a single Hue lightbulb in 2017 and it's still going. In that time, I've had countless cheap Canadian Tire brand (NOMA) & Walmart brand LED bulbs burn out and need replacing totaling WAY more than $40.

I just looked and they have gotten like 20% more expensive though... that said, their non-smart bulbs are still pretty affordable comparatively.