My colleague Adrian Kingsley-Hughes (aka The PC Doctor) usually gets stuff right, but he’s posted a story this morning that appears to be grossly in error:
Creative charging $9.99 for Vista drivers?
From the “that’s gotta be a dumb PR move” files, Creative Labs decides to try to charge $9.99 for Vista compatible drivers for the Audigy range of sound cards.
No, this isn’t April 1st and I kid you not. Creative really does think that people are going to pay money for a driver.
I scratched my head over this one, because I just installed a new Audigy SE card in my home theater system on Tuesday, downloaded the drivers (no charge) from Creative’s website, and am happily listening to 5.1 surround sound in my living room. Creative didn’t ask me to pay for these drivers, and I didn’t offer. We both seem to be happy with the deal.
So what’s the real story? Creative’s Vista drivers for the Audigy series are free. In fact, the update I got was posted last week, although the driver files are dated in April. They include full support for all audio features and the basic Creative console application, and they work great.
The upgrade package with the $9.99 price tag is Creative’s ALchemy software. I’ll let them explain:
In Windows Vista, Microsoft removed the Vendor Extension mechanism from Vista’s DirectSound implementation. With previous Windows Operating Systems, the Vendor Extension enabled the Sound Blaster Audigy to provide accelerated audio for DirectSound3D games.
Without Creative ALchemy,most DirectSound games running in Vista will be reduced to stereo output without any EAX effects.
Creative ALchemy (Audigy Edition) restores your Sound Blaster Audigy’s ability to process EAX effects, 3D surround sound, sampling rate conversion and hardware audio mixing for DirectSound3D games in Windows Vista.
Creative Labs had to do some fairly significant software development work to add this feature into their Vista package for older sound cards, and I don’t think it’s unreasonable to ask gamers to help defray some of the cost of development. This shouldn’t be a surprise, either. The company announced its plans back in May.
The trouble with a story like this is it quickly gets bounced around the echo chamber and pretty soon it gets accepted, regardless of the underlying facts. I hope this one gets corrected quickly.
Update: In the comments, Adrian says he disagrees: “No matter how you cut this Ed, people are being asked to pay for drivers.”
Hmm. That’s not what Creative says:
ALchemy is a software application that translates audio calls from one API to another. ALchemy is NOT a hardware driver, and will require that you have an appropriate driver installed and functioning properly first.
People are being asked to pay for a software update. That’s been going on for a long time. In cases like this, where an OS update breaks compatibility with an existing product, vendors have three choices:
1. Abandon the product and tell their customers it’s not supported on the new OS.
2. Create an update and give it away for free.
3. Create an update and charge for it.
Every decision is different, and every company has to struggle to figure out the right thing to do. That $9.99 price tag seems pretty reasonable to me, especially if the alternative is to abandon the customers because management can’t justify the cost of the development effort otherwise.
Technorati Tags: Creative, Audigy, drivers, Windows Vista