They want to advertise that their stuff is "cloud enabled", while offering the shittiest service possible and putting as many roadblocks as possible to minimize its use.
Having people use their services efficiently is increasing their cloud services bill, can't have that.
Personally, I've restrained myself from buying into IoT, and if I'm going to do so, I'll make sure it can be controlled locally without depending on a cloud service, and through a hub I can fully control. I need to be able to disconnect my modem and operate everything even if the WAN is down.