http://www.thehomeautomationstore.com/x10-home-automation.ht...
I know, I worked at a startup in the space. The people who are capable of spending the money will spend the extra necessary to get someone to install it for them. The people who would install it themselves can't afford even the basic systems, as you need quite a few devices before the things get useful.
The most profitable use we ever found for it was to provide light switches and thermostats in hotels, in places where the wiring in the walls wouldn't allow. That's about it.