Working in the space (Disclaimer: I work for Honeywell) I can tell you this is one of the things that is really hard to communicate to customers in terms of IoT:

You get what you pay for in some respects.

Some of these products are more expensive than their counterparts because of the amount of time and effort put into security and overall design of the product.

But if I see a deal online for $200 home security DIY and my closest pro install costs $X over Y years, the actual technical security of the product doesn't come first in a consumer's mind. I know until I worked in the space, I can't say I thought of it either.