Mindshare management: What Adobe could do next

Attending MAX has been a fantastic experience. Being here makes one realize how grand the opportunity Adobe has with Flex and Apollo. People familiar with Flx rave about it, its ease of use, and simplicity of development. However the number of people not familiar with Flex (based on the discussions I had here) is staggering, hence is my question: how can Adobe start winning the mindshare? Having developers mindshare directly translates to new applications written, which inherently effects the bottom line. Very few software development companies really mastered how to inject information about tools and products or just ideas into developer heads. Microsoft in particular knows how to do it really well. So what could Adobe do:

1. Position Flex and Apollo as the focal point of the Adobe's 'development tools' product line. Right now these products are just one of many. For example, the both for Flex and Apollo at MAX is for some reason on the outskirts of the exhibition floor.
2. Make the Apollo buzz more 'material' by releasing an early alpha or a preview of the product, let people experiment with it.
3. Embrace other development platforms and make them equal from the backend support perspective. Exclusivity with Java is not a winning strategy.
4. Stop comparing Flex with Ajax. The "Go Beyond Ajax" ads do not accomplish anything. I think comparing it with something like ASP.NET or WPF would be a lot more effective.
   
5. Do grandiose marketing campaign. Remember Microsoft's tv ads for .NET? :)
6. Get community portal going. Yes, there is flex.org, but its mostly a reference site with a bunch of [helpful] links, but not more than that.
7. Engage development community with app development contests. Something like Flex Derby should be an ongoing contest with winners selected monthly or quaterly.
8. Expose and standardize proprietary protocols: AMF0, AMF3, RTMP, etc.

I am sure there is more. If I can think of any additional ideas I will do a follow on post.