Your Smart Home Is About To Change: Matter Is Coming

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Can’t judge if 20k is a lot for established hardware company and what other cost come on top. But I agree that for a startup, this would be prohibitive. Maybe there will special deals for those?
Other than that, it does not replace all of Zigbee, because it is Matter is on application layer only. I think the bunlde of Matter + Thread is going to replace Zigbee.