I'm not marketing guru, but it seems quite obviouse for me that a big vendor with a big income and brand name can afford itself much more independent marketing strategy. Small vendor without brand-name is very dependent on everything public. Otherwise it risks to end up with a very good, but known to nobody product that will never cover expences. BTW, I do not think that Kaspersky lab is too dependent on their KIS. I think their main income is KAV, well know and still well rated antivirus.