Because while I can figure out how to use 43 different apps on my tablet to check the weather, adjust temperature on 7th T-Stat, set the security system and watch the front yard camera; my wife can not.

She can however hit the BIG red 4 button and navigate from there.

And, because she can do that, next time I have a potential client at the house, she can tell Mrs. Smithto get whatever I tell her she needs to make her system easy.
I can literally talk for hours about 'coolness ' of the system and show/demo things -- then my wife walks into the room and says 'oh yeah, even I can use that", and in 5 seconds she has them sold.