Really it sounds like a good situation for a federated service/protocol. Let IoT developers develop against the protocol and then consumers can pick a provider

Really it sounds like a good situation for a federated service/protocol. Let IoT developers develop against the protocol and then consumers can pick a provider to run their IoT hub. i.e. I go to my garage app and plugin iot://firstname_lastname@iot_hub_provider.com and then that does the heavy lifting of cloud connecting the device and allowing the app to communicate with it.