I think it's an ingenious plan to improve the company's presence among the young and hip. Coupled with the recent twitter contest and the future (myspace?) promotion, it's a great way to introduce whippersnappers to X10 technology.
Note to Mr. McKay : I like this new direction that the company is taking. Let's face it (pun intended), the current market base is getting older and more complacent, and the younger crowd is more likely to invest emotionally in technology. Heck, I can't even play that new guitar game.
This is way better than using flashy pop-ups or trashy women to sell the product, and product sales drive new product development.
I personally don't have any social accounts (twitter, facebook, etc.), but am quite well aware that the next generation has already embraced these avenues as a regular part of their lives.
X10 Socialite is the next evolution of X10!