I think it's startups plural, and going after different parts of the diverse Adobe user base. In my case, my company Drifty (http://drifty.com/ http://drifty.c

I think it's startups plural, and going after different parts of the diverse Adobe user base. In my case, my company Drifty (http://drifty.com/ http://drifty.com/) is making simple web development tools that replace Dreamweaver, Edge Reflow, and the like, for a crowd that is less pro-dev/designer. Many of our customers tell us they pick our products over Adobe's.