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Hey Serge, nice to see you posting here. We met at the FFK09...
I think that this Situation makes sense to the brand "Adobe Flash" but it might lead to confusions regarding the Flex Framework as part of the Flash platform. Naming the Tools in a more consistent way is definitely helpful for the product line - Flash developers might be buying Flash Builder since it fits their needs better.
For me as a developer, who is more involved in Enterprise apps rather then Banner development, it's pretty clear. The customer will also understand what the Flash Builder might be... but there is still the Flex framework...
But when it's comes to Flex, there might more cons then pros or vice versa for using it in projects and the developer needs to be the one to make things clear. Flex is a framework which fits specific needs. Building a small gallery in Flex is definitely oversized, but RIAs and Enterprise Apps will benefit in various ways.
I think there is still a challenge to educate the customers and even developers regarding Flex. Renaming parts of product line is from my point of view just a shift of problems regarding the platform.
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