You definitely bring up some good points. For the most part it doesn't seem like you would be using another interface to create/manage watering times and replicate some of the more advanced features we have (i.e. zone characteristics, reports, etc.).
I think one of the great things about integrating our product into other hubs is that it allows users to have very fine grained control of the Iro in relation to other IoT devices. For example, when my temperature sensor reaches a certain threshold do/don't water. Or, pause my system when the motion detector detects movement and resume after 5 minutes. Or vice versa, run the system when motion is detected (those pesky deer!) for 5 minutes.
Will most people build these sophisticated recipes? Probably not, but I think as APIs become more rich and integration becomes easier, we will see a lot more devices working together.
Fear not, we aren't getting too distracted by all of the shiny integration objects. I like the concept of IFTTT since it is all software based with loose coupling, as opposed to the SmartThings integration we are doing which has taken considerable development time. We are quickly learning our lesson on where to apply our engineering team to get the most value.
The thing we are most excited about is our 2.0 mobile/web release at the end of April. Stay tuned for a full re-write of the apps with some amazing new features.
Thanks for the input and love to hear any/all feedback.
Have a great weekend.