Hardware ain't hard, money is: Crowdfunding, bootstraps and startups:
We definitely need to expand beyond our (wonderful) techie open-source community and get ourselves known to “normal” human beings if we [are] to move the needle [on climate change].
Our main target market is not the uber-geek who programs their heating system in 15-minute increments a week in advance from their smartphone.
Yes, I met him recently; a very smart guy he is too, and a happy Nest user it seems. But he and his ilk don't control most of the hundreds of millions of European home radiators that we care about.