Disclaimer: I don't claim to know everything. Stardock is a very successful and generous company that offers a variety of creative software to Windows users. The following is just my opinions and musings as to things Stardock could do to improve it's software lines. Take these entries for what they are... the ramblings of a guy looking for blog points. 
DesktopX. It can do almost anything. From simple animated shortcuts to complex scripted objects that can rely database information to the desktop in real time, DesktopX is an end user tool that few could imagine. It is consistanlty in cNets top ten software downloads, yet it receives little or no press. Debate over the worthwhile nature of DesktopX runs rampant, while users flock to less powerful applications such as AveDesk and Konfabulator. So what's it missing? It has the power, it has the flexibility... I have to ask myself, why isn't it dominating the market? Why isn't such a powerful tool used by almost everyone?
Well, it has some problems on the level of the 'average user' that hold it back. Here's what I think could be changed to improve DesktopX:
1.) First, ease of use. Target your audience. Make the standard edition truly basic, make the professional version the version that allows heavy duty scripting and complex image resources. Most people don't want a heavy duty application that requires a computer degree to configure. One of the greatest advantages to AveDesk is that it has a list of bare bone object types that can be added to the desktop, then configured easily by checking a few boxes and dragging a .png or .ico file on top. Animations are included in a pull down list, as are other basic customizations. I can set up an AveDesk desktop with 9 different objects in about 5 minutes. My choices are limited, but they suite my needs. RSS feed, media controller, desktop shortcuts, a trash bin... you get the idea. It takes 30 minutes to set up the same basic configuration with DesktopX. I've been using DesktopX for years, and as it's become more powerful, it's become more confusing.
This turns the average user off! Instead of saving time with a powerful information tool on the desktop, instead it becomes a huge learning process, requiring the user to hunt down more information than they want .
2.) Next, make it attractive. I think I have pretty good taste. In fact, I think I'm pretty much obsessed with things maintaining a level of quality. DesktopX has some good widgets that are attractive to the eye, but lets be honest, most of the WinCustomize library is pixellated to hell and back. There is no such thing as color coordination in some of the offered widgets, and people have got to stop offering widgets that they have cut out scanned in images or chopped up .jpgs taken off of some third party website. Many widgets have no sense of scale. I run a 1600x1200 desktop as my standard config. Thats alot of screen real estate. If I open a media controller that is larger than Windows Media Player, I have to ask myself, "What purpose does this serve?" Why run DesktopX to control my media player when the media player itself takes up less room?!
And whats with all the crappy textures on DesktopX objects? Running a Photoshop grain filter over every other object seems to be the rule of the day. DesktopX needs to check widgets for this and throw up "Error: Widget made with crappy Photoshop filter!". Seriously, the question here is how to solve this.
Stardock could write up a series of object standards. Submissions could be approved by a staff member. Maybe popular graphic artists could be hired to help with a new line of objects to help raise the standard. Maybe a combination of all of these things.
One last thing on this subject... stray pixels. I cringe every time a new DesktopX object is offered to the public and it has rough, pixellated edges or even stray pixels over the widget. The widgets have been improving in this area lately, thanks to Stardock pushing for a higher quality. I just think they need to push it alot more.
3.) So now, we have good looking objects that are alot easier to use. Hows anyone going to know? Well, you've got to market the hell out of it. This means making a stink about it. New website, sleek and attractive, all on its own (thanks to Andrew, of Kapsules fame, for this. I stole this idea from him.) Hold contests for quality widgets. Give away things like t-shirts, new monitors, from Stardock. People dig t-shirts. And the best part is, t-shirts are MORE advertising. Here, you won our free advertising, would you like that billboard in black, white or navy blue? When cutting contracts with companies like nVidia and the other big-wigs that do DesktopX themes, get them to add something like "Bring Spider-Man to your desktop with the new DesktopX Spider-Man:3 theme" to their movie commercials. I'd run screaming like a little girl to my computer downloading the new DesktopX Spider-Man:3 theme if I saw that. It can be done, and it would break new ground in software/ entertainment relations. It has to be possible. Has anyone talked to Sony entertainment and told them, add a one liner in a few commercials for us and we'll give you a free way to bring movie advertising to every desktop!
And not just in movie deals and every website you visit. Why doesn't Hewlitt Packard install DesktopX on every new system? Why doesn't Sony? Why is every Falcon NW custom system, hand made and unique, shipped out to customers without the Falcon NW freeware version of DesktopX running? People should think of DesktopX like they think of Windows Media Player or Internet Explorer... and integral part of the OS, delivering vital information with only a few changes in its settings.
Get a catch phrase. Coke and a smile? What the hell does that mean? It doesn't matter - you remember Coca Cola. Because its the real thing. Catch phrases and tag lines are the cornerstone of advertising a product. Apple does it, MicroSoft does it, why doesn't Stardock?
4.) Get creative with widgets. I want a widget that I can lease for $5 a month. It would allow me drag pictures onto it, upload it someplace, and give me a link that I can send to my friends and family. Every computer using grandmother in the world needs this widget. Simple, effective and probably something that could be sold under a liscense to web servers like AOL, Earthlink and TimeWarner. Speaking of these companies, why didn't I get DesktopX widgets when I signed up with these guys?
So, in conclusion, tailor DesktopX to target the consumer audience. Keep a Pro version available for pro's. Clean up how it looks. And make a huge fuss out of it. Everyone should use DesktopX, but it has to be made useable by everyone...