Considering that you can pickup free portable chargers at trade shows, they must cost next to nothing to source. The LED adds a little bit more to the price but again not much. The whole package is very cheap wholesale and can probably be marked with whatever brand you want if you ask an Alibaba vendor. The $20 comes into play when it reaches the store. The store has already bought them from some company that bought them from China so there's already a slight markup there and then the store adds a little more. They know people will buy them and depending on what kind of store it is, can charge a little more if they know their customers well. A Walmart-like store isn't going to be able to sell them for too much above cost but a specialty bike shop can mark them up more since their customers are already spending higher prices. A specialty bike shop might even order them with custom branding, adding a little more to the final price.
As for something like the Ikea bulb in the article, it includes an RF module that isn't that cheap. It costs about $7 per 1000 pieces. Maybe they get it for $5 or $6. Add in the slightly more expensive housing, it look like a halogen bulb but is LED, and then add in the cost of a quality RBG LED and the rest of the components and markup to get $15. Ikea does win out compared to other store for things like this because Ikea is buying the units from themself. The Ikea Sonos speaker is the only thing I've ever seen there that wasn't a pure Ikea product. They really have mastered horizontal and vertical integration.
As for something like the Ikea bulb in the article, it includes an RF module that isn't that cheap. It costs about $7 per 1000 pieces. Maybe they get it for $5 or $6. Add in the slightly more expensive housing, it look like a halogen bulb but is LED, and then add in the cost of a quality RBG LED and the rest of the components and markup to get $15. Ikea does win out compared to other store for things like this because Ikea is buying the units from themself. The Ikea Sonos speaker is the only thing I've ever seen there that wasn't a pure Ikea product. They really have mastered horizontal and vertical integration.