What's the primary difference compared to Home Assistant's programmatic interface (with each device plugging in their own API to a unified description format) or Matter?
Combining Home Assistant with ESPHome/Tasmota is really something impressive, i guess this product is a more polished/high level version of HomeAssistant-like with obsessions for locks
Home Assistant (which I personally use) is solid for personal use cases. But our customers generally aren't trying to connect to their own devices. They're trying to connect to their end users devices (e.g. Ecobee thermostat) and you don't need Home Assistant for that.