Personally, I think a lot of people are interested in HA. However a lot of this stuff is way overpriced for something that's not an abosolute necessity. Whether it's Staples, Home Depot, Lowes, they jumped on a band wagon without any idea where it would lead. My local HD has an HA display that looks like it was organized by a third grader. And it's one of the top three stores in the country!
IMO, the closest something comes to being universally accepted is the Samsung Smarthings Hub. Dumbed down, easy to setup and use. If all this zwave/zigbee stuff has come to the forefront in a relatively short period of time, the only reason X10 doesn't have something really new is because it chooses not to.