Agreed. I was, for instance, very excited about the new nest smart-smoke-alarms and just stopped reading and went away when I saw the first mention of my "nest cloud account" or "nest login" or whatever it was...

Thank god Sonos came out back in 2005 (or so) and was built without all of this nonsense - no doubt if it was released today there would be a mySonos web login account cloud identity blah blah blah...