Not sure I'd agree with "the general public does not see these products as easy to use or convenient as they’d hope" Redo the analogy and instead of a Nest promotional article comparing the Nest to other thermostats, compare to a nearly identical home improvement product like fiberglass insulation. After all, you're competing with every product on every shelf at Home Depot, not just smart thermostats, so this appears…
It's a case-by-case basis, but I've been thinking about buying a Nest for years... I think I could recoup the cost over my standard programmable thermostat in just one leaky-window winter... And I can install it myself in a couple hours (taking my time).
Combine the previously stated benefits with the fact that I have roommates (replace with active family for some) and it'll adjust to our widely varied schedules - and I can adjust it whenever I think about it... When I wake up freezing because the roommates shut the heat off before a cold front hit; when I get to work and realize I left it set too high, etc.