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The two companies shown in this video are called WigWag and Yonomi. WigWag sells you a "Relay," which they say "is a powerful mini computer that gives you control of your home's smart devices." The minimum pre-order buy-in for WigWag seems to be a $149 WigWag Relay. Their 'products' page his page shows the Relay -- and many other gadgets and kits that could easily run your total tab up to $1000 or more. Yonomi, on the other hand, "resides on your phone and in the Cloud. No need for a hub, controller box or other additional hardware. Yonomi magically finds and enhances your existing connected devices allowing them to interact with one another in ways never before possible."
Yonomi may start with a free Android app (iOS coming soon), but you still need to buy lights, speakers, thermostats, and other things that are Internet-aware, so you're not going to save much (if anything) over buying a WigWag relay and the rest of what you need to create your own, private Internet of Things. And what about good old X10 and other home control systems? They're still out there, still doing their thing in millions of homes even if they aren't getting all the IoT buzz. In any case, it's nice to see new home automation alternatives coming down the pike, even if their cloudness may make them easier to hack than an old-fashioned appliance like this coffeemaker.