Agreed. this doesn't look like a feature that would necessarily be used for big integrated homes. Or maybe it is, but its shown as an add-on feature (like xpanel often is). They could still have a crestron/rti handheld remote in their hand but have the option to use the built-in app. 

This could be a great option or add-on option for the smaller homes with just one tv in the family room or master bed or whatever.