I imagine it's less about money to be made but rather about fearing money to lose. Affinity offering a more and more well rounded solution with their Photoshop, Illustrator and now upcoming Indesign competitor, most of which are already on iPad today. With a Lightroom competitor in the works, I imagine Adobe is worried people will leave them completely for Affinity because of some customer's hatred of the subscription model, and lack of iCloud and other Apple specific tech. If affinity designer didn't release their app yesterday and announce publisher I'm sure Adobe wouldn't have leaked this news today. Excited for all the competition.