I’d think so too, but unfortunately, they have not. Wink is 1.5 years younger than SmartThings, but it feels more mature. Conceptually it’s very similar to SmartThings (minus IDE and SmartApps). It’s cloud-based and Everything is done through the mobile app, which is very well designed and easy to use. It does not crash, does not display weird error messages and does not lock you out of your account.
Wink is not as flexible as SmartThings, since there’s no SmartApps, custom device handlers, etc. But it does have a built-in scheduler for timed events, a decent built-in rules engine, called “Robots” and an ability to create “shortcuts” for the most frequently used actions (sort of like ST routines). Shortcuts can be activated from iPhone widgets or Apple Watch, just like ST routines. Wink also works with Alexa and IFTTT. It also has a cloud REST API, so you can integrate it third-party platforms.
The most frequent complaint about Wink is its response time to events, and yes it’s still a bit slower than ST but it’s definitely gotten better in recent month. And in the last firmware update they’ve enabled “local control”, i.e. the app connects to the hub directly, bypassing the cloud, when both are on the same network, resulting in a very fast response time.
Bottom line, Wink is simple to use and more reliable than SmartThings in my experience, but you are limited to officially supported devices and cannot extend it via custom plug-ins.