Setting up a webpage to control a network of lights, monitors, garage doors, thermostats, cameras, etc. might seem simple to you and to most of HN, because many here are familiar with the hardware, the languages, the ISA's, the basic device networking principles and best-practices that make these things work. You are in the very small minority of the 300m people in the US and the 7bn people in the world. For everyone else, visually dragging and dropping will be a much easier way to visualize and set up networks.
This product is not for you - it's for the vastly larger market outside of computer scientists/embedded engineers.
When you can demonstrate this value prop to the mass consumer market, under the MIT brand nonetheless, big companies like Audi will start to pay attention because they see an avenue to market an increasingly heterogeneous product (luxury sedan) to the rich, older folks who buy these things based on cool new features - automated avoidance, tying volume into acceleration, "Intelligent Drive" [1], projected HUD [2], etc.
As we see from the video, Audi has granted this researcher access to APIs that would be completely inaccessible otherwise. This is another key - API access. Could you control the features in your car through a webpage? No, because you don't have access to your windows or your stereo, unless you do some intensive and illegal hacking.
M2M and IoT has been contained mostly to the realm of industrial/auto applications so far. So once big companies start to see the consumer market opening up through a simpler, more intuitive interface, they might start opening up APIs to new machines and products.
Of course, allowing access to these APIs opens up a whole new can of safety worms...but that's going to be an increasingly large issue that we will have to deal with as we continue to integrate software and connectivity into new products.
[1] https://www.mbusa.com/mercedes/technology/videos/detail/titl...