So the catches so far:
1. Only works with "Wink Certified" equipment. Does not have generic Zwave support. Zwave has a spotty history of support across their device range anyway, so I think the certification is an annoying but good thing to have, because it's their way of guaranteeing that a device will work in their ecosystem. So this is really important to know: Wink only works with Wink Certified devices. That may change in the future, as far as adding uncertified devices, but for now - buy compatible hardware, bottom line. Don't expect your legacy Zwave/ZigBee/etc. gear to play nice unless it's been updated with Wink Certification.
2. Currently no support for web-based control or Windows phones. They have an open API, so I'm hoping that will change down the line. Right now, this is an Android or Apple mobile-based system, that's it.
3. Despite the Wink Hub being cheap, everything else is somewhat expensive - $190 for an electronic deadbolt, $230 for a garage door opener, etc. The GE Link Lights were part of the good deal ($15/ea for the 60w-equivalent indoor LED models), but those aren't out until Aug/Sept. I have roughly 40 outlets in my house, which would be a $600 investment with the GE Link lights - pricey, but $600 not only gets me whole-house control of my lighting (on/off/dim, plus automation control for timers & stuff) but also a lower cost of operation (estimated $1.45 annual cost per bulb, so $58 a year) plus an advertised 22-year operational life. Versus say the TCL kit they're selling now, which works out to about $40 per bulb, which would come out to a whopping $1600 for my house - literally a thousand dollars more. All when paired with a $50 hub, haha. No thanks, I'll wait!
And on the flip side, I already have bulb preferences. I really like my 100w Philips LED bulbs because they fill up the room quite well, and I like my 40w Philips SlimStyle LED bulbs for reading because they have a nice color & diffusion, and only cost like five bucks. So I'd really rather have a wire-in module of some sort so that I can stick with generic bulbs anyway, so I'm waiting to see what the best Wink Compatible options for that will be (smart outlets, smart wallplate switches, etc.). I know Leviton & Lutron already have some stuff that is certified, so I'll see what all is available over the next few weeks.