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I think it comes down to a discussion regarding barrier to entry and time to market. Cypress (formerly Broadcom IoT) builds silicon, dev kits and offers an SDK for Wi-Fi and Combo BT/Wi-Fi. Our Module Partners then offer certified production modules (Cypress does not make modules) with varying degrees of integration, size, regulatory certification and features. Within the partners themselves, they may also offer their own SDK and dev kits with a much lower barrier to entry as compared to our solution (WICED requires 5-7 years of embedded development experience, partner solutions may require far less).
The IoT Solutions Guide is a good place to start.
Alot of customers like the Particle module and Red Board because it truly addresses the maker market and offers a very low barrier to entry.