I have been running HA for four years. I wish them luck but it's hard for me to imagine they will succeed at going beyond the tinkerer demographics and becoming a consumer brand. A few reasons:

- It has improved a lot over the years but it is still not polished enough for end users who want the thing to just work. Every integration works in a different way. The recommended way of managing z-wave devices changed three times since I started using it.

- Similar hubs already exist commercially and all of them failed to reach a wide audience. The Apple approach of bundling the hub with the Apple TV is a great move in my opinion, consumers are excited to get the latest shinning Apple product, none of them would care about a home hub.