The best sales pitch is that HA can save you money on lighting energy. With the consumption of good LED bulbs today even a $5 mechanical timer would never pay for itself in most lifetimes. I could just leave my lights on 24/7, cheaper, if I had a better blindfold to sleep with.
Years back when the programmable thermostats came out they made claims you could save 25% on your heating bill. This turned out to be closer to about 2-3%, if you are lucky, and spend more than that on equipment. Nest is pitching to an educated audience and mostly only selling to the techie geeks for it's "coolness", now. Most of us know the energy saving thing doesn't really happen by sitting in a cold house every evening after work
It's not hard to get into HA about $5k deep but it's really hard to break even on your investment, if not impossible. Selling the concept comes back to "great hobby and will absorb most of your time" and "It's cool" "You can impress your friends". Not a big calling card.