Just wait until Espressif gets some greedy shareholders/or some manager that needs a raise and then suddenly you're paying 30% to get your app into the ESP Store.
ESPHome is owned by the same group as Home Assistant, not Espressif. So Espressif getting greedy would just mean higher prices for their chips (or they could lock down development on their chips, but that seems very unlikely).
ESPHome isn't really Espressif exclusive, there's Beken support already, which most cheap Chinese IoT gadgets use nowadays. And there are 'made for esphome' products which is a safer bet than buying Sonoff and praying the ESP32 inside doesn't have its secure boot bits fused.