Yeah, I'd imagine the price point would have to fall quite a bit for it to be cost-effective in light switch type applications. Seems like medium to large appliances and hobbyist projects would be the initial market.

I'd be interested to see what the tech inside the card looks like as compared to, say, the Eye-Fi, which seems to do the same basic thing (albeit for a different purpose.) The Eye-fi developers often mention limited hardware capability on the SD as a limiting factor in supporting new features.

I'd also echo the earlier comments about the questionable decision to assess a monthly fee. Why not just build the price into the cost of the device instead? As others alluded to, it would definitely be nice to see an option to allow people to run a server at home instead of requiring connectivity to a cloud service. Maybe those who had the knowledge to stand up their own server could use it without paying the subscription fee?