Exactly. The audience is none of us. It's non-techies who will eat this up.
My question is, how is Apple going to monetize this beyond more iPhones/iPads sold. Could the much delayed Mac Mini be morphed into a smaller puck sized box for home automation?
The only way I see this working is if Apple partners with Philips/Lutron/NEST to provide complete turn-key products for lighting/temperature/security, possibly with an Apple "Genius" Technician who will come to your home and install it. It has to be utterly simple to install and use, otherwise it won't sell in the multi-millions.