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The MSRP for the Hue is comparable to standard pricing for the ilumi A19--both have an MSRP of 59.99 for a single bulb. With the lowest pricing from Massdrop (which we typically have no problem achieving thanks to the support from the Massdrop community), you could walk away with an ilumi for $49.99+shipping.
It's true that we use Bluetooth in our bulbs, which is an advantage as you can use ilumi without having to have a wifi or internet connection. If your internet connection were to cut out for whatever reason (bad weather, service provider issues, etc.) it would render your wi-fi bulbs to normal light bulbs. We've also found that many of the use cases that customers reference when inquiring about remote access or wi-fi capability can be resolved with the features and functions of ilumi. ilumi are also easier to setup since they do not require a hub to control the lights--screw it in, download the app, drag and drop to pair. Plus, we have a proprietary patented Bluetooth system in our bulbs that allows our bulbs to create a unique Bluetooth Mesh network--meaning, bulbs that are out of range of your device in your home can still receive commands as the bulbs pass commands on to others that are within range.
ilumi smartbulbs also create superior light quality relative to the Hue. From the Hue website, they state that their lumen output (brightness) for their A19 reaches its maximum (800 lumens) only at the 4000K color temperature, with significantly reduced lumen output at other shades of white. The Hue website also notes that the A19 has a CRI of >80 for color temperatures ranging from 2000K to 4000K. ilumi has patented technology that not only allows us to achieve maximum lumen output at multiple shades of white, but also allows us to achieve incredibly bright colors without sacrificing color saturation. Plus, we recently received confirmation that our 3700K-4000K whites achieved a CRI of 97, a noteworthy achievement. This can be confirmed in a side-by-side comparison, should you ever have the opportunity to have both in the same room :)
Happy to address any other questions or concerns you might have about ilumi!