Like others here, I am heavily invested in the Philips Hue system (hub, bulbs, lamps, strips etc). I went with Hue, because it was the best bet at the time and has proven reliable and flexible. I have a Hue hub and have removed all of the Echo devices with built-in hubs because they can work at cross purposes and are a bit of a pain to manage. But that was because I was already up to my ears in Hue.
If I were to start over, I would have far fewer colour capable bulbs and probably run a split system. I would keep some Hue lamps and strips for colour ambiance, and use a Hue hub for maximum flexibility (colour loops and other 'decorative' lighting). But for the remainder of the house I would, probably, stick to WiFi connected devices with basic on/off/dim capability. Also of interest in the coming years will be Matter connected devices, which may wind up being easier to manage.
Good Luck!