I already see Control4 going more high end with their acquisitions of Pakedge and Triad , but also addressing the entry level with the new CA-1, but will they ever try to outright compete with DIY, probably not. It takes economics of scale to produce products like Alexa for the masses.
Alexa has a long way to go to get to the level of sophistication of Control4 as a home controller, It is primarily a single interface (voice) and it is less versatile, Voice is a great interface for some functions but not so good for others and can be quite cumbersome at times. Plus most of the brands that Alexa has skills for are new startups that may or may not be in business in a year or two.
I have found that the accuracy of Alexa to be poor at times and doing it's processing in the cloud adds to latency as well. Josh Ai is a far superior voice product for those that want voice to really work, but is more expensive.
As the adage goes, You get what you pay for.
If a customer wants HA at low end prices then they are DIYers that will be willing to put up with the warts that those products have and for clients that want it to work and have a level of performance that they can't get from DIY then C4 and a professional will be the correct choice. Just like a person that buys a Mercedes and uses the service center or someone that buys a KIA and changes their own oil, or going to a fast food restaurant compared to 5 star dining.