The thing I tell most of my clients is the cost of the controller is a small portion of a systems cost. It the sheer number of devices that add up, controllable switches and dimmers can get really expensive when there are 20-50-100 of them in a house. Motorized shades are pricey also. If C4 can address this part of the equation, something Amazon, Google, Apple are not directly involved in the whole ecosystem, when they get to that level then they can become a serious competitor.