<i>HTML5 is great, but it's not going to change the world and dethrone Flash anytime soon. Saying that or anything of that nature is dishonest and completely without evidence.</i><p>Isn't that what everyone said about Firefox and Safari?  I think Apple has enough fanbois in the design industry to say, "Apple's not supporting Flash very well anymore; maybe I will try a plain HTML design for this site."<p>There may be a lot of money in flashy Flash sites, but I can't recall ever visiting one intentionally.  Most of the Web's needs are met by plain HTML these days, and the few sites that have a good technical reason for using Flash (YouTube) are very close to being able to move away.<p>Going back to my original point, an IDE that let people construct the usual flashy Flash with HTML5 and JavaScript would be a good product for Adobe to have.  It future-proofs them.  Every user with a web browser has a web browser, but only 98.whatever percent have Flash.  Why artificially limit yourself to 98% of the Internet?