"MainConcept is one of the important players in the H.264 codec business and counts Adobe, Corel, MobiTV, Sonic, Sony, and Panasonic as its customers. This is why it is particularly significant (albeit small in terms of dollars) deal. DivX (DIVX) makes a living by licensing its codec, now used in 40 percent of DVD players sold around the world, thanks to its 'ability to compress lengthy video segments into small sizes while maintaining relatively high visual quality.'"
Update: from The Genesis Project, "Main Concept, a company that Adobe has long worked with just announced and shipped their MPEG Pro HD 3 plugin for PC. This new package delivers a variety of new editing capabilities to Premiere Pro 2 and CS3 users including AVC-HD...In addition to AVC-HD, it supports a variety of Sony formats including XDCAM, XDCAM HD and now XDCAM EX." All for just $500.