Fundamentally I think of it as top-down and bottom-up type systems.
Realistically people don't want to fuss over their systems, and, often, don't know what they are capable of. So, if they have money, they go Control 4, et al; and if they don't, they pick up some Hue bulbs and maybe a Nest.
Google and Amazon recognize that nobody wants that mish-mash of interfaces, but are so wedded to their ideas of lock-in and compatibility, that it is hard for them to unify the interface. Apple offers their own solution that is mediocre as well for other reasons (lock-in again, hardware requirements, low attention span to interface, etc).
So Loxone has this unique niche of being powerful enough to do everything, but a bit tweaky. So I have no problem with them rolling out solutions that are plug and play to fill in the technical gaps. But not at the expense of the ability to interface with everything. Realistically if they are committed to this niche (which I could see becoming much more dominant over time).
What I'd like to see?
1. No proprietary standards. They claim Loxone Air is somehow better than Z-wave and Zigbee. Perhaps it is technically, perhaps not. But practically it is an inferior solution because no other products use it. It is the kind of lock-in nobody wants. I agree that wireless solutions are suboptimal, but sometimes they are the only solutions and there are convenience aspects.
2. Closing the forums was IMO an absolutely huge mistake - it puts people's experience of your product out of your control entirely.
3. Finally some sort of third party database that is unofficial, but where the company lists solutions that have worked and the products used. I have spent far too long trying to figure out solutions for things that have been solved but I need to dig in and figure it out on my own. The forums could have been the perfect avenue for this - just have a subforum for unofficial third party solutions.
For example, my insurance company most likely will require a monitored security solution. So the Loxone security options are not going to work for me without some way to interface with a service. I emailed them to ask about options here and got a very generic "some of our customers have found solutions." Yeah, thanks for nothing.
-Tarun