I grew up thinking that paying for a product meant getting the product. A laptop came with its features. A car came with its hardware. A printer was still a menace, but at least it was a one-time menace.
I noticed the shift when my subscriptions stopped being mostly media and started attaching themselves to physical things. It was one thing to pay every month for movies, music, or cloud storage. It was another to watch the same logic spread into gadgets, cars, fitness gear, and smart home devices that already came with a price tag.
Then came stories like the smart bed that lost parts of its functionality during an AWS outage. That was the moment the whole model stopped feeling modern and started feeling deranged. More and more products now arrive with an asterisk attached: pay for the hardware, then pay again for the features, remote access, cloud backup, AI tools, or premium controls that make it feel complete.
The AWS outage has impacted some of our users since last night, disrupting their sleep. That is not the experience we want to provide and I want to apologize for it.
We are taking two main actions:
1) We are restoring all the features as AWS comes back. All devices are currently…
— Matteo Franceschetti (@m_franceschetti) October 20, 2025
This is what ownership looks like now
The smart home was supposed to fade into the background. Instead, it’s starting to resemble an old media business with better hardware and cleaner branding. The screen on the wall, the speaker on the counter, and the dashboard tying it all together are no longer just bits of hardware. They influence what shows up first, what feels frictionless, and what quietly disappears from view.
Jakub Zerdzicki / Unsplash
Once the screen sits in front of almost everything else, it stops being a neutral surface. Parks Associates says 61% of US internet households use a smart TV as their primary streaming device. Roku said in January 2025 that it had passed 90 million streaming households and was in nearly half of all U.S. broadband households. Google said in late 2024 that Google TV and Android TV together reached 270 million monthly active devices.
The interface is the new gatekeeper
The real fight in the smart home is no longer over the gadget sitting on the shelf. It’s over the software layer deciding what gets seen first, what gets recommended, and which services are allowed to feel native. That is also where a lot of the ongoing monetization lives. The hardware may be sold once, but access, visibility, and premium features can be monetized again and again.
European broadcasters made that point unusually plainly in March, urging regulators to treat smart TV platforms and virtual assistants from Google, Amazon, Apple, and Samsung as potential gatekeepers under the EU’s toughest tech rules. Their complaint wasn’t really about shiny hardware. It was about access, discovery, and whether people can move across services without getting steered back into one company’s ecosystem.
Jakub Zerdzicki / Unsplash
Cable didn’t win because the box was magical. It won because it controlled the way in.
Convenience is doing a lot of cover here
The smart home still sells itself with the same old promise: less friction, less clutter, less effort. Say the word, tap the screen, and let the system take care of the rest. That sounds great until convenience starts acting like soft coercion. The easiest option is often the one already tied to the platform owner’s services, defaults, recommendations, or paid extras.
That’s the trick. A system doesn’t need to lock every door to narrow choice. It just needs to make one path feel seamless and the others feel mildly annoying. It can leave the basic version available while nudging people toward the version with the subscription, the add-on, or the deeper integration. After a while, people stop choosing and start drifting. What looks neutral at first starts to look anything but.
There will come soft fees
Cable perfected a simple model: own the box in the middle, package convenience as a service, and quietly shape what viewers find, pay for, and stick with. The smart home is reviving that logic with cleaner hardware and better fonts. The box is now a TV operating system, a voice assistant, or a home dashboard. The middleman just learned how to smile.
Jonas Leupe / Unsplash
I can understand paying for software, cloud storage, or services that genuinely cost money to keep running. What I’m less willing to swallow is the idea that hardware I already paid for should keep asking for permission slips, upgrades, and recurring tribute. The smart home was sold as seamless. More and more of it just feels like a very polite way of charging twice.
When all the big players push in the same direction, convenience starts to work like blinders on a horse. It keeps my eyes forward, fixed on ease and speed, while the subscription creep, the loss of agency, and the steady extraction of my data and attention stay just out of view. Regulators can decide later how much of that should have been allowed. In the meantime, I get the privilege of paying extra to unlock the best version of hardware I already bought.
