I'm sure I"m not alone in that I've been using x10 for years for simple control of individual lights and plugin appliance or light switches. Especially at Christmas. I did get the "deal" for an X10 hub (WM100) when it came out. My wife and I find it much easier to use the app than finding the controller pads. Plus, the hub can be used from anywhere outside the home as long as you have internet. Example, we're in the parking lot of our condo building and turn on our Christmas lights in the windows remotely. The wife applauded! LOVE IT!
Posters in this forum have lamented about the possible demise of the hub and there's been more than one mention of wanting/expecting an Alexa skill. I say, if they could get an Alexa skill published, at least just starting with simple individual control, it would open up a whole new world of sales of the hub. I for one found the Philips hue bulbs to be great (I got a freebie with my Echo Plus) -- but there's no way I'm replacing my 20+ x10 devices with Philips devices. So, the ultimate wish is for an Alexa interface (Skill) for the X10 hub. I would think if that skill came up on the Alexa app searches, that alone would prompt 100's of sales as I'm sure there are a lot of people in the same boat I'm in.