They are also raising their profile with a LOT of free advertising. It's all over most CG sites, most tech sites and Facebook. Paying for that amount of advertising would cost a fortune, and digital downloads won't cost them very much to process, so it's a cheap and effective way to advertise the company as well as…
"unprecedented viral test marketing campaign" :D This is actually extremely common in other industries, particularly those surrounding audio. Plugins, sample-sets, presets... Edit: Not to keep picking apart their marketing material, but 'now one of the fastest growing CG packages on the market.'? I always thought it was…