@Jeffro - So here's the thing about the Gravity forms example...

They don't need it *now* but someday there may be 1 or 5 serious Gravityform contenders. That's when the heavy hitters of today will start to see sales drop and look for alternatives to affiliates. Hence look for more areas of advertising and dollars.

There's only 1 major WordPress event -- WordCamp. In 5 years, there could be 20. Think of all the coverage that would need to be done and sponsorship that goes along with that.

I'm just throwing out hypotheticals -- we're in the middle of a growth spurt and we don't know how tall we're going to be yet.