Yes, agree. The Zwift Hub seems to be a push in that direction. £400 smart trainer. Still very expensive vs a sensor (£30) and HR strap (£20-£40) but next stage up.
That or the Wahoo Kickr Core is pencilled in on my Xmas list, but not fully committed to it yet. Just as I may, by December, find the love has worn off. Or I may find I’m still on it 3 times a week.
One downside so far has been that I haven’t been out running as I wanted to be fresh for the Stages events Zwift have put on lol.