Embrace, Extend, Extinguish: Piracy Edition (Piracy being assumed as the natural, efficient and convenient way to get software over the internet). It's working for Adobe, despite glacial user acceptance and strong vociferous opposition.
Step 1) entering product categories involving widely used standards:
In this case we look at the "product category" as "minimal effort and cost software downloads" - what everyone lovingly calls digital piracy.
Step 2) extending those standards with proprietary capabilities:
Beat-out the pirates on even the 'minimal effort' part by not requiring a crack, key or navigation of noisy comments for affirmation of operation/safety and worry of nested nasty bits in your bytes. Also the cost is actually less, since it's free of money and of questionable legitimacy.
Step 3) using those differences to disadvantage its competitors:
No more trial downloads to easily crack, deeper mechanisms for software updates coupled with the ability to release consitent and constant updates which actually contain scoped functionality thereby daunting the crackers and hackers with new security mechanisms and version hell which results in a saturation of the pirate space with even more questionable softwares with varying levels of functionality/stability thus severly diminishing the causual pirate's desire and ability to identify and use the software they wish.
Brilliant. It works. Now I have to pay ;) (I, personally, have a personal moral stance which makes me inevitably wind up paying for, conservatively, %50 of the software I download - because it is the software I actually like or use and YES, believe it or not I actually want to pay programmers to write stuff!).
Still, it seems like there is another shoe to drop here. Now to read everyone else's comments for that shoe.