SSIDs are indeed expensive in airtime.
There's ways to reduce the expense like changing DTIM interval (for less-frequent broadcasts) and increasing base data rate. Few folks in 2026 have anything at home that requires the 1Mbps base rate of 1999's 802.11b anyway, and slower DTIM can have other advantages, so these tend to work well at increasing available airtime for more SSIDs.
There's an additional trick that can also be used, though: Wifi client isolation. This lets the IoT widgets share an SSID and VLAN with which to talk to the HA machine and/or their cloud-based mothership(s) or whatever, but without being able to see eachother on the SSID.
It still needs set up right lest stuff walk right by it, but it's an available feature.
A smart coffee machine may need to talk to some kind of controlling endpoint (whether local or afar) in order to do whatever it does. It does not need to be able to enjoin in a conversation with my light bulb in order to get there. But that doesn't mean that they can't share an SSID. :)