Yepp, I have some IKEA buttons and they are just Zigbee devices. They also sell lamps etc., mostly Zigbee based from what I remember.
For the Germans (maybe other countries as well): The Lidl smart home things are nearly all Zigbee based. So far no problems with them and they are, IMO, reasonably priced. I somehow trust Lidl more to not burn my house down than random Amazon sellers. They also sell a Zigbee gateway that phones home by default, but can be converted to local only, dumb mode that works fine with Home Assistant [1] with a tiny bit of soldering. I use these exclusively without problems, even the one I rooted for my parents works without any maintenance.
Zigbee in general is great. If you want the more expensive stuff, Philips is the leader in that.
And now that Matter support is slowly trickling in, they should all be fully interoperable. Currently it's touch and go if a Ikea bulb works well with the Hue hub for example.
It’s not the same as MyQ here, but Philips (specifically Hue) recently pulled a similar move around requiring accounts. Thankfully it’s not as big of a deal for the HA crowd because the lights can be controlled directly via zigbee, but it certainly caused a kerfuffle in their ecosystem.
For the Germans (maybe other countries as well): The Lidl smart home things are nearly all Zigbee based. So far no problems with them and they are, IMO, reasonably priced. I somehow trust Lidl more to not burn my house down than random Amazon sellers. They also sell a Zigbee gateway that phones home by default, but can be converted to local only, dumb mode that works fine with Home Assistant [1] with a tiny bit of soldering. I use these exclusively without problems, even the one I rooted for my parents works without any maintenance.
[1] https://paulbanks.org/projects/lidl-zigbee/#overview