The Death of PDF?

Is it just me, or is this a step too far

http://news.bbc.co.uk/1/hi/business/7118363.stm

As if we’re not hit by enough advertising online. I really wish one of the big tech companies would put people first once in a while instead of cash. Surely Adobe can’t be skint. Surely they can afford to go “You know what, pdf’s work…why mess with it? Make more money you say. No that’s ok, we’ll leave it”. Instead of saying “Gimme, gimme, gimme”.

Capitalist bastards :{