Yeah, instead of picking one of the 4 main "standards" (X-10, Insteon, Zigbee or Z-Wave), they come up with their own. It may be that there is some driving reason for this, but IMHO, they should have bought Zensys (Z-Wave's patent holding, sole-source chip maker) and open-licensed that technology. Certainly home automation needs a big boy to put it's weight behind a standard, but I don't think it needed a whole dadgum NEW standard. Especially not another new 2.4 GHz one. Very Apple-like and very unnecessary.
And what was with that ridunkulous disco-Borg?? A "reference" design for something like this should be no bigger than a small power brick (think airport express, but smaller) and most certainly shouldn't be making it's own laser light show.
'Course, the real pressing question is whether that guy has two or three rats living in that hair of his.