Adobe owns the digital media creative market for the most part. They have many offerings that just can't be duplicated elsewhere. I've been in since about 19.00 for this very reason. The only reason I have to pause is the inability to release native intel OSX versions of their mac software. I don't think this loses them anything, but I do think they are leaving a lot of money on the table from an otherwise unexpected upgrade cycle. I'll stay in for the foreseeable future.