Adobe's new software is designed to build content for the iPad. I think it was a great idea for Adobe to come back with an ipad solution. A great example of bringing something positive to the market amid negative discussions with the HTML5 vs Flash issue.
In addition to bringing something positive to the market, they came with very specific influencers, Wired and Toy Story. I am not sure I am ready to pay $5 an issue, but it does show that Adobe wants to story top-of-mind in the new digital space of mobile computing.