In reply to Chris Wallace.

I was recently introduced to another page building type product in the form of a plugin and one of the questions I asked them is "at what point do you stop adding things users can toy with or manipulate"? With a new page builder product, scope creep is easy and I imagine it would take a lot of discipline not to put the kitchen sink in the product. At least with UpThemes, you can create beautiful sites and if folks want page builders, there's a plethora of choices, most are plugins.