I still think this is a nice and very interesting concept and would like to have something like this. But also I still think it's too expensive, this box alone Costs the same as a decent 27inch VA or IPS monitor…

This should cost at most 100 for the full system. Something like 30 for 3 LED Strips and 70 for the controller box.

Phillips Hue is the worst and most overpriced system with the best marketing and industry clout. How many times have we seen that before…

$299 is that an RTX? yawn yawn, I am waiting for a Chinese version for $50

Zhaoman
Phillips Hue is the worst and most overpriced system with the best marketing and industry clout. How many times have we seen that before…

Expensive I'll accept, but hue is one of the better, more coherent solutions, and i've used a good few of them over the years.

Looks interesting but does it mess with the inputs in terms of HDR, 4K, ATMOS etc

I have a 55 inch 4k Philips TV. It has the hue effects integrated, with LED strips at the back of the TV. It looks great and really adds to the experience, if the TV is mounted on a white wall. Might look strange if not.
Best thing is the TV was quite cheap, and cost the same as the equivalent Samsung etc. models that I looked at.