Perhaps X10 shouldn't even be in the controller business and concentrate on building modules that not only incorporate X10 signals but other standards as well, such as an RF mesh network or WiFi to improve signal integrity. They don't have to cling to ONLY offering their 40 year old technology without enhancements. It's like an airline saying "we started out flying prop planes so we'll always fly prop planes." That may be OK but if they don't add some jets to the fleet they can't compete. Building modules has always been X10's strength - not writing software. X10 must recognize that they are an automation company first and not remain stuck using only one type of technology.
While many have fallen by the wayside, there are still companies offering integrated controllers that include support for X10. HAI Omni, Vera, HomeSeer, and Universal Devices ISY models come to mind. Granted, they cost a bit more but they do a lot more, are well supported and users don't have to become involved with building and programming devices. A new, more powerful TW523 would be a valuable addition to provide greater reliability to controller suppliers. Most of the other module suppliers don't offer sophisticated controllers either, preferring to only support their own technology in a basic way to keep customer service costs low.
The most successful controllers will be the ones that can integrate with a vast number of devices & protocols. For example, in addition to my Stargate that controls X10, I have more bridges than Manhattan to access other devices & systems from Lutron, Honeywell, Kohler, Liftmaster, Aqualink, Hunter-Douglas, B-Hyve, Caddyx, and Cielo as well as my Pi Hub plus various entertainment devices for music & video. Each one of those bridges has their own app or software and, for the most part, none of them can talk to the others. All those apps take a full homescreen page on my phone. Build a controller that interacts with all of these and then we'll have a hot product! Maybe the HA industry needs to develop an interoperability protocol to enable their devices to interact.
Ironically, there IS one product that can talk to most of these already and that's Amazon's Alexa. Today it's not much more than voice activated remote control but there's no reason they couldn't offer a cloud based HA controller to integrate everything. They could even d/l the basic schedule to an Echo device to provide local control as a backup. Given that Alexa is making its way onto our phones and into our cars it could make decisions based on which family member is where along with weather and traffic data and what you had for dinner last night.