Automation doesn't mean that you can control it from your fucking iPhone.
Automation means that I don't have to think about it. It happens automatically. I was looking at "automated" systems for underground sprinklers this summer and it drove me insane. I don't care at all whether I can turn on my sprinklers from Starbucks. What I want is a sprinkler system that is smart enough to know when the soil is dry, and smart enough to look at the weather forecast and say "Hey, the grass is dry, but there's an 80% chance of rain this afternoon. I'll wait it out and see what happens"
The same goes for all kinds of "home automation" products. I couldn't care less about controlling my lighting from my phone, but it'd be really awesome if the lights in the living room dimmed when I started playing a movie (of course, with the option of turning them back up if I'm trying to do something else).
Get the 80% cases right, with an option for manual override, and I'll be happy as a clam!