The Lifx pitch is pretty simple. It's a Wi-Fi-enabled, color-changing LED light bulb that connects to your home network. Sync everything up, and you'll be able to control the light or change its color on your phone from anywhere with an internet connection.
The app also offers preset color themes, effects like a music visualizer and a strobe function, and a tool to schedule lighting changes that run at specific times of day, or at sunrise or sunset. You can also control the bulbs through Lifx's integrations with SmartThings, IFTTT, Nest and Amazon's Alexa.
What's new with Lifx Plus is the night vision feature. When you turn the bulb off in the app, it'll keep on putting out invisible infrared light. You can't see that light, but your night vision cameras can. The idea is that the bulbs basically work as range extenders for cameras like those.
Here's the CNET Smart Apartment's night vision camera feed in the middle of the night, with and without a Lifx Plus screwed into the lamp in the back of the room. The room is dark and the bulb isn't turned on, but to the camera, it looks as if the lamp is shining bright.