I talk about the Iro2 to friends, colleagues, small business owners, apartment HOA management representatives and municipal park employees. And I do energy reduction related speeches where I include the subject of doing more with less water, where I highlight the Iro2 to my audiences (i.e., next opportunity is Dallas FW Energy Reduction Tour of Homes coming up in a few weeks) .
I encourage purchase based on being an 'automatic' controller - attempting to perform as well or better than using soil sensors. I also talk the Iro2 being capable of wireless phone control.
IMO it's these two 'features' that is where max Iro2 value is at the moment.
I don't talk about Iro2's other 'automatic' features (flex weekly, flex monthly, flex yearly, flex season, etc.) I think you guys were not 'up front' on why you made the decision to remove automatic (too much support cost) and then further aggravated customer interest when you said loss of automatic was not a problem because what you rolled out (flex weekly, flex monthly, flex yearly, flex season, etc.) was superior. Loss of automatic put you guys in the middle of a crowded competitive field - many others too have 'every season we'll adjust your watering, I.e. down for Fall (Sep. 1) even if the first day of the seasonal adjustment is in the middle of a record setting heat wave.' I thought it was fortunate that you reversed course a few months later.
I also don't talk about Iro2's 'just run it in a manual/scheduled manner' mode. IMO the Iro2 doesn't have differentiating from the marketplace capabilities here - sophisticated support for all of the water restriction rules everywhere, support for each zone delay of water pumping (via MV), terminals to hook up simple water and freeze sensors, etc.
Potential residential users enjoy hearing about the Iro2, but, if they're not of an 'early adopter' thinking, it's just too complicated (IMO) to convince to purchase.
The commercial guys really need more than 16 zones (s/w enhancement), and the ability to turn on more than one valve per zone (h/w enhancement). I'm increasingly concluding too that the commercial guys have got to have capability to direct connect a rain sensor (sometimes municipal required) and the ability to direct connect a freeze sensor (same) - reliance on weather feeds isn't fool proof enough for the commercials guys. I also believe they won't consider anything that's not Ethernet connectable.