Obviously, Scott Belsky knows best 🙂

The one thing I’d add at a case study level, is I assume the corporate motivation was to give the launch of Creative Cloud a boost. Creative Cloud wasn’t all that “cloudy” at launch — it was still mainly a downloaded version of Creative Suite.

Behance, with its huge scale and high overlap with the Adobe Creative base, was an instant way to “Cloud”-ify Creative Cloud. It gave a reason, at least a partial reason, for Creative Cloud to be in the cloud. When it was still just downloaded software at the time … nothwithstanding the new pricing model, name, and branding …

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