Personal preference. In my situation, it's a retail product at a company that has a lot of other retail products. The one I work on just happens to be very pr

Personal preference. In my situation, it's a retail product at a company that has a lot of other retail products. The one I work on just happens to be very profitable, so it gets a lot of attention. But I'd be very happy working on the empowering problem you mentioned too. I've been blessed by having experience in several, very different kinds of applications (web apps to avionics). Over time, I've realized the specifics of the problem at hand are more-or-less irrelevant to my happiness. I'm looking for something that's sufficiently technically challenging, where I can be surrounded by honest, friendly people, and make decent money.