Why would anyone buy a light bulb (or switch or outlet) that requires a hub when those products are available with no hub needed? I know nothing about hubs and hardly anything about smart devices. I have TP-Link outlets that don't' need a hub. They work just find with Alexa and GH.
at the time I got the wink hub, it was cheaper to get the hub and a bunch of bulbs than to purchase wifi bulbs. It was only cheaper to get wifi bulbs if you only needed to get a couple. besides, there are more options today than there were over 18 months ago.
also when I got the wink hub, I already had tcp connected bulbs. I had those long before the echo was released. I needed the wink hub when the echo was released for those bulbs to work with alexa. Also hue was around long before tp-link devices or even alexa was available. you had to use the hue hub for them to be used remotely.
You really cannot judge or based your comments on what you see now or what is available now. Technology advances quick these days. So setups that seems to be antiquated now, were not so less than two years ago when Alexa was originally released. And when Alexa was originally released, it was barebones compare to what it does now.
IMO, hubs are a thing of the past as new technology is built to bypass them. they had their use when they were needed to access the devices remotely and are still needed since you cannot turn some devices on/off without them but in a few years they will pass on just like floppies