I think it's because the value/cost ratio is still really bad.

Knowing the state of a garage door and being able to twiddle it from your phone? A nice feature. Worth $100? Probably not.

Night and away modes for lighting are also nice features, but for most people they aren't worth the hundreds of dollars it will take to set up (never mind the time it will take to make it work reasonably well).

There are of course lots of examples where the value provided beats the cost, and automation is being used for many of them.