That's because it IS unwieldy, for anyone. Even EEG done properly is not cheap or simple, and EEG is not a wonderful method of visualising what is actually going on in the brain:
As the parent says, an EEG signal is complicated, noisy, and difficult to interpret. Many of the wild promises are just that; wild promises used to hype business plans. To get an idea of what's currently possible with state of the art research for implanted electrodes (which provide a much better signal than a surface EEG), the following nature video on research at Brown may help:
https://www.youtube.com/watch?feature=player_embedded&v=ogBX18maUiM
If you are still interested, it is very possible to play with EEG signals at home. The OpenEEG project is one place to start. If you are interested in designing your own hardware, the ADS1299 provides much of the functionality in a single chip (and allows you to do much more of the filtering in software where you can play more tricks). Noise is a major issue. You'll want good electrodes (sintered silver-silver chloride are best) and some form of electrode gel. You'll also want to look into signal analysis techniques; this in an active area of research for EEGs. The book "Brain-Computer Interfaces: Principles and Practice" edited by Wolpaw and Wolpaw (ISBN 978-0195388855) provides a good overview.
A small group of us are currently working on an open-hardware EEG-controlled mouse that you can build at home. It's still at an early stage, but we have managed to move a cursor on screen to a series of targets (and show via bootstrapping that we're doing much better than chance). The designs for the board and software prototypes can be found here: https://github.com/ericherman/eeg-mouse . If you want to be notified when we have something a little less prototype-like, send one of us an email and we'll start a list. If you want a better description of where we're at, create an issue on github.
You *can* play with this at home - either with your own software/hardware or someone else's. Much like writing a speech recognition engine, however, if you plan on easy success you'll be disappointed, but if you plan on a challenge you'll have a lot of fun.
Don't steal; thou'lt never thus compete successfully in business. Cheat. -- Ambrose Bierce