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Thats the decision that we made and we are delighted with it. We've used a few alternatives recently in holiday homes and haven't been impressed . The integration with Google assistant is good also, probably good with other smart home interfaces also.
It is pricey if you go for the full colour bulbs. We're pleased that we did.
My only complaint is that Philips made it impossible for other manufacturers to integrate with their lighting early on so things like active lighting for films and gaming aren't as easy as it should be. They've released a developers kit lately though so perhaps that will change with time. Would be awesome to be able to use Hue with non Philips TVs.
Is a Phillips Hue Bridge and a few white bulbs the way to go to get started with smart lighting?