When you meet with a client lead with lighting control. Most clients don't know anything lighting control but they do know about distributed audio and home control. Your client has arrived with a set amount in their head and if you blow their budget with AV before you get to the lighting control they'll never buy it. If lead with lighting you grab their interest and sell them on it, they still want the AV so they'll spend the extra money for the whole package. This theory has been studied and proven to work.