Hubless Hue? Philips add bluetooth to smart lighting

I missed this announcement a month back, but Philips has started to introduce Bluetooth into its Hue lights (not all models yet I think) for no extra money. What that means is that you can buy a buy a bulb and control it locally from your phone without having to splash out on a hub. These bulbs still have Zigbee built in, and so can be hooked up to a Hue or other hub, such as Echo Plus but the development it reduces entry cost - albeit for a limited set of functionality.
https://www.signify.com/global/our-company/news/press-releases/2019/20190627-signify-launches-philips-hue-with-bluetooth
What's you thoughts on this?