Your third point is probably spot on. Adobe also has services like acrobat.com that they have been beefing up. Maybe their focus on developer and creative tools

Your third point is probably spot on. Adobe also has services like acrobat.com that they have been beefing up. Maybe their focus on developer and creative tools is expanding to marketing tools that have a more recurring revenue. It could even mean they start to make more money off what is produced with their technology and cheapen their developer and designer tools or even open it up more. In terms of web analytics and putting return to web marketing, Omniture is probably the best at it.