The full version costs what it does because there are other features besides the QuickTime component. It enables support for Omneon-generated MXF files, frame chase editing while ingesting from Omneon servers and a smart render API. The $99 version only includes the QuickTime plugin.
Absolutely. For the larger scale broadcast operations who might be using using Omneon servers, and of those the subset who may already be heavily invested in FCP and Sony XDCAM based solutions, I'll bet that licensing the full Cinemon toolset is going to be a quite justifiable expense (and its also probably fair to say that the market isn't really big enough to warrant a lower and more broadly appealing price either, so fair do's).
The "MP4" only version tho is a much harder beast to quantify. Obviously it has a much broader appeal, as it targets the very many FCP using XDCAM EX shooters / editors out there ... but what I think is much less clear tho', is why any of those existing users and/or future users who have not already bought Calibrated Software's "MP4EX" quicktime component solution would now be inclined or compelled to buy Sony's more expensive equivalent solution, as it seems to offer no special advantage over MP4EX and might even be arguably more limited in scope. Is it simply an extra 10 bucks for the brand name? To the uninformed (like me) it would have seemed to make sense for Sony either to price it more directly competitively or possibly to have priced it a little higher and added in more of the functionality of its bigger brother, for example adding the XDCAM HD MXF support and/or Smart Render functionality. As it is it seems to be a little lost, which is a shame as it has lots of potential. On the other hand, I could be totally wrong and hopelessly missing the point (sadly an all too frequent occurrence).
Ian, I'm guessing your commenting on marketing strategy or possible future directions for the product is probably wholly inappropriate but if you do get the nod to do so then I for one would be very keen to hear your thoughts. Don't get me wrong, the product seems great and offers much needed functionality, but as its neither unique nor first in the marketplace I'm just having trouble understanding why I should choose or otherwise recommend Cinemon MP4 over the obvious cheaper and already established MP4EX alternative.
Disclaimer: I'm not an EX owner or shooter but I do work with a lot XDCAM HD and EX shooters and editors and am regularly called on to advise them.
Very Best Regards