I’m sure it’s not that they think software isn’t worthy, but simply that it’s not their traditional area of competence. It took a monumental effort for a lot of them just to make the film to digital transition, and they were only competing with each other. Now they have to compete against a whole different industry that’s faster moving and more software centric. Plus great software engineers don’t come cheap, and we’re talking about a market size that’s a few orders of magnitude smaller. So if they made the necessary investment in software, how much would the cameras end up costing? Maybe 2x to 10x their current prices, and thus further shrinking an already shrinking market? It’s a no-win situation.