Snap, same issue here. The hub is only £25 but does defeat the object of the Echo Plus. The Ikea lights are half the price of almost anything out there so I'd be keen to get this working without the hub (and it might in time, if its a matter of support) but given the number of bulbs I intend to buy, £25 for the hub will pay for itself in no time and as its USB powered I can put it anywhere.