To be honest these have been cheaper but not by much and if you need one now it is a good smart bulb with no hub required.
Shame its only the E27 bulb and not B22 also.
- Easy Set Up - LIFX installs like any traditional light bulb. Simply download the app, connect to Wi-Fi and you're ready to go. No hub required
- Take complete control of your lighting. The free LIFX app is available on Android and iOS. With a few taps on your tablet, phone or watch, colours go from bright and vibrant to pure whites in seconds
- Get the most out of your LIFX by connecting with the rest of your smart home. LiFX works other Smart Products including Amazon Echo, Nest Thermostat and Protect, Logitech Pop and many more
- Intuitive Control - Control lights individually, select beautiful themes and scenes, create custom groupings to easily control multiple bulbs at the same time
- 16 million colours and warm to cool whites
- Works with Alexa for voice control
- Easy to set up, built in Wi-Fi - NO HUB REQUIRED
- Bright - Equivalent to 75W bulb
- Works with Nest and SmartThings