We’ve had experience using Avid, Adobe, Edius and many other software solutions in post, in various facilities and setups. I must say I find one aspect of Avid's software design to be absolutely ridiculous – and that’s playback and timeline performance.
From waveform drawing to dealing with AVCHD playback and AVCHD ingest (var GOP), or even original camera files from Arri Alexa to DSLR, it seems Avid engineers just refuse to take the full length of the lossless workflow step other companies had taken. We would love to hear why, but we can’t think of any sound reason why MC 7.0 should stagger behind Adobe’s Mercury Engine or the killer Edius speed. If you ever tried one of those – you know you want that speed and flexibility on an Avid. We appreciate the avid toolset, but is it really too much to ask?
AMA came too late when it did, and due to these issues still can't catch on with many pro's - both older and younger.
Thoughts, maybe expectations, and such.