The idea of "use it at work" may have change drastically with the advent of social media. Nowadays, anyone can become a content creator[1], thereby making their home a place of work. This shift in trend may have compelled Adobe to pursue revenue from individual users, albeit rather aggressively.

[1] On a side note, I lament how this phrasing became over-used by adult content creators, thereby making its connotation strongly affiliated with that industry.