Yeah, the value is in having a decent API, easy self-install lockset for homes and small businesses; HID type stuff is almost always professionally installed, requires wiring to the door, etc. The legic/schlage system has really bad software, and the service is lame, too -- bad enough that I bought one and didn't install it on an exterior door.
I like the hacker aesthetic of lockitron, but want the robustness of the pro stuff too. Although if they do NFC tag reads in the lockset, it wouldn't be too hard to work as a simple internet-programmable RFID lock.