As for something like the Ikea bulb in the article, it includes an RF module that isn't that cheap. It costs about $7 per 1000 pieces. Maybe they get it for $5 or $6. Add in the slightly more expensive housing, it look like a halogen bulb but is LED, and then add in the cost of a quality RBG LED and the rest of the components and markup to get $15. Ikea does win out compared to other store for things like this because Ikea is buying the units from themself. The Ikea Sonos speaker is the only thing I've ever seen there that wasn't a pure Ikea product. They really have mastered horizontal and vertical integration.