Smart light bulbs in general have close to zero share. Hue leads the small market, but it is tiny. Smart dimmer/switches are sold in much higher volume than smart bulbs.
Power consumption when off is more a function of power supply design. NXP engineers are probably better at power supplies than the LIFX people. Yes wifi takes a little more power when off, but it is not much.
Espressif is trying to build a reference design for the new ESP chip that will meet the EU standard of less than 0.5mW average when off. If you meet that standard you are allowed to advertise it as zero power consumption when off. It will be a wifi bulb. They have not managed 0.5mW yet but they are close.
Re: Long history of this
Power consumption when off is more a function of power supply design. NXP engineers are probably better at power supplies than the LIFX people. Yes wifi takes a little more power when off, but it is not much.
Espressif is trying to build a reference design for the new ESP chip that will meet the EU standard of less than 0.5mW average when off. If you meet that standard you are allowed to advertise it as zero power consumption when off. It will be a wifi bulb. They have not managed 0.5mW yet but they are close.