From a non-AV automation perspective Hubitat is as or more capable than dealer systems. And:
Control interfaces are still important to lots of people. It's an area that Hubitat has not focused on. Thus, the plethora of threads on alternative control frameworks. Lots are adequate. None are outstanding. Lots of people use Alexa/Apple/Google for voice. And they all are somewhere between suck and limited. Control4 and Josh.ai have the control stuff down, more or less. Especially AV. It's more than just pretty icons and tablets. It's about how everything works together.
I've got a Control4 system as well as Hubitat. Control4 is very good at controlling stuff, especially AV. They're one of the few options for hard button remotes with Harmony-type control. Their integration framework for controlling AV equipment is really quite good, especially for complex distributed/matrix AV sources. Technically, Control4 is about as much of a legacy system as one can think of, with all the plusses and minuses. Their UI works but is dated. How one builds the layouts is clunky and not flexible.
I don't know the technical framework of Josh.ai. My impression is that the AV stuff is not as advanced as C4, but is growing. I don't know anything about their automation capabilities. But their UI looks really nice and highly functional. The voice stuff seems good.
The dealer systems companies essentially do try to rip people off. The C4 8" tablet is about $1,200 and isn't any more capable than a $100 Lenovo/Samsung tablet. Nobody 'needs' tablets, but it is kind of nice to have a hub, somewhere. The companies add just enough proprietary functionality to get people to invest in the proprietary hardware.
Where these dealer systems struggle is making money. C4 is part of a public company, Snap One. And Josh.ai is VC funded. So they have formal profitability growth targets. They've focused on the narrow high end of the market, which limits growing by breadth. C4 is moving from an optional $150 annual fee (similar in scope to Hubitat's) to a mandatory $250 annual fee. Josh.ai has gone through revenue models and I think is now $720/year for 500 devices. But even the consumer brands struggle to make money, including brands such as Logitech, Amazon, Samsung.
I need some system to control my house, especially AV. I'm OK with C4, but I'd be tempted to dump them for Josh.ai. But not at the price they are charging. And of course, I'd need some way of managing the system myself. C4 offers that opportunity, not sure about Josh.ai.