"The main technology that Adobe wanted from Macromedia was Flash," Bliss says. "Now that they have it, they will be able to incorporate all the power of Flash into a PDF."

This fact leads to Bliss's conclusion that "as a site owner, I can now potentially have my entire site reside within the content of a PDF. I can have compressed video, dynamically generated content and visually appealing content conveniently wrapped up into the web's only cross-compatible portable platform."

This eliminates worries about having a Flash player installed, or about needing Quicktime and media Player versions of video clips, Bliss notes. "From a user perspective, this is awesome," Bliss notes. "But from a search engine perspective, it may (be) the end of optimizing for client sites. Instead a client will pay a one-time fee to optimize a PDF. Anyone who makes a living optimizing sites can see the potential loss of revenue as companies move forward and place their marketing efforts into promoting a PDF instead of a web site."

Bliss notes that what he calls a "true site"--those run by major media and e-commerce companies--will not suddenly convert their entire sites to Flash-driven PDF files. But he points out that they could certainly "embed PDF optimization for dvd's and cd's that they offer," for example. "This is a marketer's dream, and it makes a buzz agent's job even easier. Word of mouth marketing will be coupled with a portable demonstration of the product or service being sold," Bliss says.

"[And] the benefits of storing information in a PDF are huge. Instead of storing all of that information in a database, you have everything you need as a portable document. No worries about server stability, access to the database or even an internet connection."