And this is why one should never buy hardware that requires a mandatory cloud service to fulfill it's local purpose.
From a tech savvy perspective, I cannot see any benefit in controlling my home via a cloud service. The hub has an integrated HTTP server anyway, remote access c/should be done by VPN, there's no necessity to share anything outside my house, I have to trust the provider that my data stays private and is well secured.
This pattern can be seen in a lot of devices nowadays. E.g. if you want to share Philips Hue scenes (that are stored on the bridge) across several devices, you need to register with the cloud service. If you own a fitness tracker and want the data on your smartphone, you need to register with a cloud service (almost all the fitness trackers on the market do all important calculations directly in the device, connect via Bluetooth to your smartphone, send the data into the cloud only to download it again and display some graphs on your mobile - come on, this is bollocks!)
So please dear colleagues that are involved in the development of any connected device, triple check if cloud connectivity is necessary for the base functionality of your product and - if not - slap that marketing dimwit
trying to enforce it right across the face. Yes, you can easily get customer restraint by caging them in but in the long run it's a better approach to get real customer loyalty by satisfaction.