What's my take on the "intangible branding value?" How about zero. I don't think of DMDS as a strong brand name, not because of any problem of the product and/or features, but because it is not a retail product that needs "brand value."
What I do like about DMDS is that it has a versatility of applications, and not just limited to its current offerings. I would welcome dominance in multiple smaller niches like Award Shows, while the company builds the market for the big prize, TV advertising.