In a move economists are calling the Wall Street equivalent of “handing out gold bars at a lemonade stand,” Lifx announced the release of a two-pack of Matter-enabled smart color bulbs for just $19.99, shattering the fragile ecosystem that once allowed the ultra-wealthy to flaunt their $72 Philips Hue bulbs with reckless abandon.

“Frankly, I bought Hue bulbs so my guests would know I’m financially stable,” said influencer Bradley Gossamer, clutching a now deeply depreciated three-pack. “Now anyone with a $20 bill can match my aurora borealis bathroom. What’s next—affordable yachts?”

Tech analysts are warning of dire consequences. “This price disruption is unprecedented. We expect 401(k)s to be replaced with boxes of cheap Lifx bulbs by Q3,” said Dr. Marla Winther, Senior Futurist at the Institute for Unnecessary Luxury. “The 1% are in full retreat. They’re currently buying up scented candle companies as a last stand.”

Lifx CEO Zonny Day issued a statement reassuring the public: “Our mission is to democratize color-changing light, even if it means destroying the fragile class system built around expensive smart bulbs. We will not apologize.”

Meanwhile, Philips Hue spokespeople could not be reached for comment, reportedly huddled under the cold, unmodulated glare of $1.99 Home Depot specials, desperately muttering, “It’s just a phase. People will miss the app updates.”

Amazon sales tracker Glenda Perkins summarized the watershed moment: “For the first time in history, the common man and the tech billionaire can both bathe in fuchsia at a reasonable price.”

At press time, the Dow had shed 900 points amidst rumors of a $3 Bluetooth-enabled nightlight.