> Luxury consumer product? Is that way of saying, you must be smart if you bought our product? It does seem to have some pretentiousness built into the marketing.

It says no such thing. You're just putting your own biases on it. Luxury means: "the state of great comfort and extravagant living."

Nest products are premium products. They cost more and you're meant to get a better quality of product out the other end.

Nobody thinks they're "smarter" because they buy luxury, although they might try to justify their purchase on the grounds of its USP.