Here's what's going on. AVID's stock price is below $10. The lowest it's ever been. They have to be seen by investors to be "performing" and "increasing margins"
We'll never know for sure, but I bet many of the recent pricing and marketing "surprises" are being driven by the need for management to make the (publicly traded, mind you) company look good to investors.
The economics of a company like AVID have changed. And they needed to be reacting five years ago, not now.
http://www.fool.com/investing/genera...h-for-you.aspx
Hopefully, for the platform(s), they can hold the company together.
-jeremiah
ps - Don't get the wrong idea. I personally think the way for AVID to thrive is to be forthcoming, customer-oriented, and stop w/ the unpredictable pricing surprises. It's vital if they're to maintain their market dominance. Soon enough, more and more users will start to vote w/ their wallets. And by then, it's too late.