It's a absolutely valid question.

The main goal is to create an underlying infrastructure for electronics security, which will allow for the above described. In principal a company can always create their own hardware side solution utilizing the protocol.

We aim to make this question, of adding one of our locks, a no brainer though. As the lock is ultimately a very specialized microcontroller, production in large quantities will be extremely cheap.
And the ability to advertise with theft proof products for a minimal amount of money, is very tempting.

Also, this solution will ultimately have no significant overhead cost, as the infrastructure needed is decentralized and pays for itself.