Is this a gimmick or does people think it might have some merit?

Amazon Switchbot

Toying with getting a couple to play with - be cool if could turn on the coffee machine in the morning which won't work with a timer switch since it requires a button to be pressed which this device is advertised as being able to do.  Of course to get it to work wit Alexa you need the hub also else it's just something standalone you control with your phone.