Adobe aren't "getting in on the act," they're making more money, so that flash developers, who want to create HTML5 can use software that they're used too, by purchasing Adobe's software. Adobe makes more money by selling software, than people viewing flash content on the internet.
Sorry, I did mean HTML5; however, most HTML5 is in quicktime format, which isn't really HTML5, but most browsers have "accpeted" it as part of HTML5, and there's not a definitive list of what's HTML5 (everything apart from flash and silverlight), and what's not (quicktime, silverlight).
Pardon me for splitting hairs but selling a tool to facilitate conversion of Flash to HTML5 certainly is "getting in on the act."