Matter OTA enablement would win loyalty and a big following from the Home Assistant community IMHO. With hour current reliability, feature set and value this would be a huge differentiator for your Matter product line. One of my biggest requirments and the reason I choose the P110M plugs was due OTA ability thru HA Matter integration. While it works it is still a little 'clunky' but as you 'hopefully' continue to roll it out to other devices it will continue to get better.