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'New Coke' syndrome

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Scott Sheriff
'New Coke' syndrome
on Jun 21, 2011 at 4:37:51 pm

After the sneak preview, the debate started.
Those expressing an opinion basically fell into three camps.

1. Fanboys
2. Wait and see.
3. Skeptics.

From group one we heard hyperbole like "a new editing paradigm" and "it's a game changer", "should be called Final Cut Awesome" and "Avid killer".
As a person from group three, I was underwhelmed with the whole thing and referred to it as nothing more than "iMovie Pro". This comment was not received well by group one, "Apple would never abandon professional users", I was told. Don't forget about Shake, I said. I reminded them that history is on the side of the skeptics, and that new does not always equate to better. And that changing things just for the sake of change backfires as often as it works. The 'New Coke' is a perfect example. The minidisc is another. Anybody remember all the hype over that boat anchor?
A lot of us didn't ask for, or want a new UI, or a bunch of consumer oriented bling. We just wanted FCP to move into the new decade, and include some long promised updates. Like use all the cores, use all the memory, clean up round-tripping, more real time, 64-bit, have nesting work properly, etc. No need to reinvent the wheel, being round still worked.
Those comments were met with scorn, as if just wanting what I have already paid money for to work as advertised, and being uninterested in a new UI made me a Luddite. After a certain point I (and probably others) grew weary of being attacked for having a different opinion, and it became pointless to do anything but lurk in this forum. Despite having zero personal experience with this unreleased software, group one continued to post day after day about it virtues and how kewl it was going to be.
Well here it is.
The lack of features for professional users is stunning. The claims that the actual release will probably include much more than the demo appear to be flat wrong. The reception so far seems to be this product is in fact not for professional users.
So my question for group one is how do you explain this? Where is that 'game changer' you were predicting? Is this what you would call 'Final Cut Awesome'?
I'm sure the group one default explanation will be to say this is just an early release, and that more is coming. If that is your take, whats the point of releasing something that is not ready for prime time? Not even close. As I said before, I have no interest in being an unpaid beta tester. And if more is coming, how much and when? I'm smelling a lot of 'if' here.
Leaving you all twisting in the wind with three hundred dollars worth of nothing doesn't bode well for the future if you ask me. Not to mention that it now looks like Apple has pulled FCS3, leaving you with no choice if you want to upgrade. This is probably more upsetting than the lackluster new version. What is everyone supposed to do in the meantime? Just tell your clients you're waiting for Apple to get their sh*t together and come back in six months.
It reminds me of a quote from the original Max Headroom movie, from a character called 'Blank Reg' who said "Remember when we said theres no future. Well, this is it."
If a decent new version comes out quickly, I may have to eat all of this. But for now, you fanboys will all have to forgive me for saying a big "I told you so" to conclude this rant, as I hop on my motorcycle and enjoy the first day of summer taking a victory lap.
I'm sure this will draw a lot of flames. Have at it, fire away. It might take away some of that frustration and disappointment.

Scott Sheriff
Director
http://www.sstdigitalmedia.com

I have a system, it has stuff in it, and stuff hooked to it. I have a camera, it can record stuff. I read the manuals, and know how to use this stuff and lots of other stuff too.
You should be suitably impressed...

"If you think it's expensive to hire a professional to do the job, wait until you hire an amateur." ---Red Adair


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