Adobe did not "capture" the old single license sales customers, they are just walking away from them.. any way they can, into the cloud.. the results look similar but thinking about the power dynamics that drive them, here...

what I meant to say is.. that the driver to launch a great experience is first, then it is easy and tempting to change the cloud terms.. not compared to the deal you get with desktop purchase.. not because you captured the single license customers with better deals in the cloud.. but because the cloud is just so easy to change, the money so tempting..

maybe the anecdote.. when Apple stopped caring so much about the desktop, after the iPhone.. they did not "capture" the single sale customers.. they just walked away to focus completely on the new, more profitable model