I think the niche Camtasia fills is of a screencast software with basic video editing capabilities that anyone can use. TechSmith sells a lot of site licenses (our college has one) because Camtasia has a default setup that can produce a professional product, but it isn't intimidating to a novice. I really hope that doesn't ever change. It's a lot easier for a more experienced user to figure out how to change the default settings and customize a workflow than it would be for one of our not terribly computer savvy professors (none of whom are "dummies") to choose the correct setting. I've been using Camtasia for 10 years, and I've always enjoyed encouraging my colleagues to add screencasting with Camtasia to their skill set. Please continue to keep it simple!