It seems to be how they operate. Just in recent memory, the G5/E5 (confusingly overlapping products), their multiple versions of VSS (one of which is terrible), the release of the Super X-Fi dongle (they marketed it for phone users at first even though phones basically lack any 7.1 PCM surround content), the odd functional limitations of the X3 (no line out??) etc. etc. I love that Creative takes risk and pushes forward this little niche segment of gaming/media technology, and they do seem to manage to make good products most of the time despite this, but man their marketing and product line decisions are just really head scratching sometimes.