I was under the impression that you didn't need anything but a text editor for PowerStore. If this is true, you wouldn't need Dreamweaver, Visual Studio, or Expression Web. This still allows an end user to bypass the costs incurred by the average developer.
The point was, that the non-Dreamweaver customer is considered to be a large enough market to cater to, that it overshadows the traditional developer market for extensions. Otherwise it wouldn't be worth disrupting the old business model that many of us knew before. Nothing wrong with changing your focus, but it's important for us to know where the new focus is so we can adapt to the change. Every business has to be aware of the competition.