Competiton breeds ingenuity. Autodesk needs to remember that the explosion in 3D is the result of the audience wanting more fantastic, creative visuals. The sky is the limit for the next great VFX(s). As long as our minds' eyes create these great imaginative spectacles, companies will continue to create the tools that make our abilities more advanced and our jobs easier. Embrace companies like Side Effects, but also insist that companies like Autodesk continue to innovate. And never forget that it's all for the end product, never forget it's “show” business.