Now, putting aside which prices are being asked for the individual systems. Each system has its pros and cons.
I think many people simply drop out as soon as the word programming is mentioned. Even though you can actually tackle a lot with the simplest logic.
If I imagine having to call someone every time to change something in the programming or to expand the functionality, I, as an average consumer, would be out. They then prefer to buy some smart light bulbs that they can control with a smartphone (which has to be smart, after all, it’s in the word :-)).
I have to say that I’m quite a fan of my Homematic. However, now, due to the prices of Homematic components, I use other systems that I control with the Homematic software. And in my opinion, you have a pretty powerful tool in your hands there.
Of course, I try out many things there, where, for example, my neighbor (same age) just shakes his head and asks what I would have done with my life without the house. ;-)
But you can’t blame people; watching an unboxing video of a new smartphone is obviously more fun than reading more deeply into the subject of home automation.