No, I agree. This idea is braindead because it's much more effective to focus on a device you plug in between the outlet in your wall and the devices you want to control power to. A standard already exists for half the project which is called x10.
Certainly there are good things about having a standard for home automation, but there are many good reasons for not adopting X10.
(I take heart in the fact this project has some committed hacker types involved with it, Andy Gelme was a founder of the Melbourne hackerspace and I absolutely believe the Kickstarter project when it says the device will have a specified API and be hackable. Not an open standard, but at least interopable.)