I think the audience for home automation is U-shaped. There are folks who are neck deep in it and care deeply, and others who couldn't care less, but not many in the middle. The middle 90% is decently served by Apple, Google and Amazon, too, so there's no need for any real passion or exploration by most anyway.
We're building a custom home and it's only been through this process that I've taken an interest in smart home / home automation. Why? Mostly because
1) building speakers into your walls & ceilings means you need to control their input somehow, and your gear is going to be in a wiring closet
2) if you don't want Alexas or Nest devices sitting around on horizontal surfaces, your voice control options are limited
3) you don't want your security camera footage stored in the cloud
4) you do want a single pane of glass for visibility into things like your HVAC, your irrigation system, your security system, your garage door status, and your AV gear.
Home Assistant is tremendously helpful as a FOSS alternative to Control4, Crestron, Savant, Lutron, and Josh.ai, but you can't entirely escape the "big tech" part of the ecosystem because each of the primary systems (say, your AV streaming or your power shades) will still require use of the OEM's product. Many of which have integrations with or APIs exposed to Home Assistant, but not all.
There are some quality of life improvements available through automation, but most of it is incremental and only enthusiasts would really care.