All the current SV companies can see the writing on the wall and hope that they can avoid commodification via their proprietary app. Except that the problem is that Sous Vide is the ultimate open platform since each recipe only consists of two numbers, a temperature and a time.

The apps aren't super useful in the first place and, even if they were, there's no meaningful way for the apps to provide lockin since you can never restrict a recipe to a single device.

The Thermomix actually does (or did) something novel though. It does more than a Vitamix.