I've had a few Athom Tech RGBW that have served me well for years in ESPHOME. I previously automated switches (Zwave mostly) instead of lights.
I bought a new (bigger!) house recently and want to go all in on smart lights. Wifi bulbs from Athom are ~$15 each and I'm looking at 40 or so.
IKEA was previously highly recommended but is now Matter only, has some questions about longevity, and also in the $15 price range.
So... What's the current Zigbee market looking like?