I'm absolutely sure, that they have capable programmers - and the idea of the nexus companion is pretty good, too (despite the fact that its viewing angle is a little too small).
My thought was more like, how could we support developing the software and trying to remove bugs.
Yeah, iCUE seems to be finally going into the right direction, but as you said - due to the fact that there is no financial gain, bugfixing will only be done, if many people complain and complain all over again about the same stuff.
The problem nowadays with the whole steering of fans/rgb/whatever is that there are many ecosystems and not one single standard, where anybody could himself attach to. Many users complain about that - not here, but in different message boards. The reason behind this, is to keep the users within the ecosystem of the single manufacturers, but it would be more - interesting - if there was a monitoring or controlling standard for the whole rgb/fan/etc. stuff.