Of all the industries/technologies that need to push people to their wits end, I just don't see how it applies to a thermostat company... I mean, all the techno

Of all the industries/technologies that need to push people to their wits end, I just don't see how it applies to a thermostat company... I mean, all the technology for it is already easily available practically off the shelf (mobile phone technology). I can give a pass to the guys that were creating the IIe, the iPhone, rockets and electric cars... But seriously, what is the big challenge here. Why can't people execute this product in fairly short order working 8-5?