A matter certified device can only expose (very) basic functions (like toggle) and “hide” all other (basic) functions in the walled gardens (cloud/app/accounts) of the manufacture 
Let’s have a look at a random sonoff matter device as they convinently made a table for us showing their cloud connected app (with plenty of trackers obviously) with account(?) is obligatory for full control 
and obviously even updates 
At this point in time it is somewhat obvious that matter was carefully crafted to protect walled gardens from google, amazon, apple, samsung and other proud promoters of csa 
So your line 
Is indeed fact for matter devices 