I would assume this is not for everyone. I would suspect that the main customers would be people not hooked up to the grid, that generates their own energy. As storage costs are steep, using overhead to grow plants seems like a good way to do it. Also, there are many remote areas where during winter or certain periods it is hard to access. Having your own source of vegetables might be important.
The company that develops and improves technology for in-home growing can also think about providing its solutions to space missions, including colonisation.
I doubt if the mentioned examples are worth $200M, but it might be they have an amazing business/growth plan.