I've got to say, visiting AVID's booth last year was the most frustrating part of the entire show for me.

My son watched the presentation about 30 Rock post production, and was impressed by the great chroma keys. When trying to find out what chroma key products they offered it was as if the floor staff were a bunch of know nothings and gate keepers. People kept pointing us to their $100k finishing system, and the people demoing the finishing system didn't know anything about it and couldn't demo anything.

Mind you, we weren't shopping for a $100k anything. But we must have spoken with five or six people and weren't able to find any answers about anything as fundamental as chroma key software - and this after their big stage demo showed all the cool, seamless chroma keys that Avid does for 30 Rock.

The message wasn't "you can't afford it." The message was "we have no clue."

Personally, I won't miss them.