I will agree with you there. Brand marketing always seems to work as people will mostly buy what they trust and are familiar with... But as far as the 3D Worlds game is concerned, it is at least a year away before anyone can see a clear winner (if ever). Microsoft continues to battle it out with Real over sound and video formats. Obviously they have, at this point anyway, won the browser war as 90% of all surfers use IE. So it would seem to me that they (Microsoft) would see this Atmosphere Browser as a real threat and would want to make make it part of IE- actually that's the way VET (Viewpoint) works now... So the end game really is that Adobe Atmosphere will be a new 3D Tool but will support whatever 3D formats emerge, be they VET, ZAP or 3DFlash, which will run as part of Internet Explorer 6, 6.5, etc... So too, a new Renderosity Forum should probably be called "3D Worlds" as there will be a number of different ways to make and display them...