Lighting control is a special category. Most everyone wants it, but they need to justify the cost to themselves. And it's hard to explain to a client why this dimmer costs 4 times that one, sometimes it's hard to explain to ourselves.

And the vendors are caught with how to sell it for less now, than we did before, without upsetting everyone who already bought it.

Lutron's clever answer, Caseta and Select.
How will the other companies answer the market? (they're going to need to!)