Hopefully they will be smart enough to realize the real value in the product is in it's flexibility. And they will leave the OS open enough that others can also create software to make the device even more desirable.
Although I haven't seen screen shots for the software from the email it sounds like it is the options that is causing the issue .
Kind a like the Smart macros for AHP (else, if conditions) some still have a problem figuring them out.
I asked about the software development so others could develop for it.
The manufacture isn't ready to share that info right now.
However since this is a Wi-Fi device commands sent to it will be able to be seen using other software.
Even if the manufacture holds back on the code someone could hack it easy enough and I don't expect it to be long before other software is available.