@Emil
People who have gone Home Assistant path want to use it for their home control, not Flic app. Other apps, such as Flic app, is something they want to get rid. Home Assistant is growing fast and there is a good reason for it - controlling your smart home has become way too spread out and complicated without something like HA.
People who have Alexa already have Matter controller there, they just want to see the buttons. People who have Google ecosystem already have a matter controller. They too just want to see the buttons. Same with Homekit. Needing anoother controller and app doesn't really work as reasoning as everyone having any kind of smart home setup already have them.
I can understand the Matter controller path regarding the Twist - it's a pain that Matter doesn't support these kind of products properly yet. But being your own controller is, in the end, a patch for promises made before. I don't think Alexa, Google, Homekit nor Home Assistant users are looking forward to having another ecosystem around to complicate what they want to simplify. And I think lack of enthusiasm for flic's Matter release tells the same story.
Could be wrong, maybe sales are up like crazy. But it doesn't look like that from stupid users point of view.