From a business standpoint, it seems like Nest Labs will be spending a lot of their time explaining the reason their product is relevant to the consumer. The market is there, but like Tony said in the video, its at a contractor level. Rarely does a consumer decide they need to purchase a thermostat on their own. So if they're honestly planning to sell to consumers directly, they'll have to basically create a marketplace out of an uninterested and uninformed client base. Seems difficult, but rather interesting nonetheless.