It has an image for high quality software, but a lot of people also see it is a powerful and arrogant company. And that personality is dull, dull, dull. Paul and Paula got busy changing their site to create the sort of personality perception they thought buyers would like. They've got an online personality that works for them. Sometimes a factor that seems insignificant to us can play an important role in turning lookers into buyers.
Most folks still prefer to do business with companies they like and trust, even in cyberspace.