Well actually, its Topaz job to manage expectations. A brand is a all about management of expectation.
A brand is ultimately an experience that lives at the intersection of promise and expectation.
A brand is a promise.
A good brand is a promise kept.
But a truly remarkable brand is the one that surpasses the expectations on consistent basis. Wow!!! Every time.
Topaz lawyers can write all the EULA they want and license agreements, but the expectations are managed poorly and promises not kept, pretty soon the brand will get the kind of reputation that will destroy the company in the long run.
The truth is that, Topaz is acting a lot like they are crowdsourcing their program on patrion and charging premium for it. Version 3 is buggy, regressive in some ways compared to version 2 and with performance issues. Its on a rapid release cycle but that is not a finished, commercially ready program, that is beta testing. License and management of expectation should reflect that, otherwise some of the most loyal customers will start too look elsewhere and competition will fill in the gap.
I’ve seen this happen before. Just one example could be Evernote. If you know anything about their journey its similar. Started as wow product ahead of everyone, and than they started to focus on everything but product developments and started to release buggy programs way too often and not fix a lot of the bugs people were complaining but kept charting more for the brand. Eventually competition showed up and people had enough. I truly hop Topaz does not go down that road and they managed their PR better.
For example some of the programs like Gigapixel and Sharpen and Denoise seems to be on their way out in favor of one app that combines or tries to combine it all. I don’t mind the concept, but its still inferior app and development has been largely neglected in other apps. Eventually they will just quietly phase it out like they did with Mask AI. Its one thing if that is the road that company thinks makes sense for them, but its another to mismanage communicating that to their customers.
Some of the things they are doing with this licensing deals and buggy releases are a serious problem that needs to be managed better. I like they were up front about their road map, that is a good thing. If only they managed the beta software as it is, beta, not full release and licensing needs to reflect that. Charging premium for buggy, incomplete, beta phase software is not cool. And managing that better IS topaz’s job, not the customers.