I read his profile on the link. Like many of these guys, they are some form of engineer or what not, that has been working with a company doing something with electronics or control.
They get a bright idea to do a project like this, because they or none of their friends have ever seen a real control system before. They think they can bring something great and innovative to the market. Completely ignoring doing ANY research to see what is already out there. And having no real understanding of what it really takes to do a proper control system.

Some of them (after diving head 1st into this) do the research after the fact. Then realize instead of hundreds of hours of their time, it will take thousands or tens of thousands of hours to properly develop a real system. Most bail at that point, while others just continue with their cheesy 'me-to' product.