Uh… I have always commissioned my Matter devices using Apple Home or Smart Life (for the Zemismart Bridge). And I always avoid WiFi devices.
Update: I've finally unpackaged a cheap Chinese Mater WiFi bulb, and I can confirm that it was not possible to pair it directly to Hubitat using the bulb QR code .
I added it first to the Zemismart hub (I had to move it close to the router; the pairing failed several times!), then I selected 'Pair via Matter' from the Smart Life app and got a new, different QR code, and this new code worked to bring it to my C-7 hub.