Sounds like they are making them access points like Google Home and Alexa, not hubs. Only natural they would want a piece of the pie, too.
Can’t be that hard to do.
CastleOS is already doing it on Windows PCs using Kinect cameras for microphones. It integrates cloud-to-cloud with Hue and others, just like ST.
It does also support using a zwave stick (like the Aeotec) to add devices locally.
In case anyone who hasn’t seen it wants to check it out, CastleOS is free to use for 10 devices or less.