iRule. I'm high on the iRule kool-aid right now. For me, the biggest benefit is that I can have complete control over my system. If I want to change the way my UI looks or add a new device, I don't have to call an installer to come out and do it (for $$$ of course). And, professional installers are even using iRule. So you could find a professional installer, have them design your system within your budget, get it all hooked up, and then give you the keys to your palace. That's different with Crestron et al. as you're just renting the palace, they never give you the keys.
And it's cheaper than the others. I was looking at Control4 for my whole home A/V needs, and I was able to get the quote down to about $15k. Moving it all over to iRule and doing it myself, I'm at $7k. Not bad if you ask me. You should definitely check it out.