I honestly believe that Propellerhead is actually, first and foremost, an entertainment company.
We pay them for a tool that helps us get shit done, yeah, but we also pay them to show us what they got next up their sleeve. We pay them to give us fun times with a visual, boingy-cable-filled virtual rack.
They are not a service company. They are an entertainment company. To a certain extent, they're going to do what they feel like, and hope it catches on / market the shit out of it.