Ann: Acquisition of LIFX and Share Placement, page-187

It could be called novelty.

Smart Lighting Automatically Dims or Brightens Based on Available External Light

Another way smart buildings help save energy is with smart lighting. Regular light bulbs are swapped for smart, LED light bulbs and connected to a single hub that controls the entire lighting system within the building. From there, users can monitor energy usage and dim or brighten based on external light. Lights can also turn off when rooms are unoccupied. Some smart bulbs can even change colors.

Lighting accounts for 19% of U.S. energy production. Using smart lighting technology can help to reduce that number. https://gbdmagazine.com/2019/smart-buildings-smart-cities/