For those that don't remember, Adobe produced an SVG plugin for IE, which they pulled in 2006. Having SVG on all browsers reduced their competitive advantage they had with Flash having a higher penetration then SVG.
Adobe was doing their best to kill off open standards in favour of their proprietary ones 6-7 years ago, a plan that failed due to the poor quality of Flex, IE 9's support for SVG and iOS' dislike of the technology.
It's always amusing to see such folks eat some humble pie, particularly when the technology they were trying to peddle was such a poor piece of engineering.
The new adverts about IE 10 trolls are really an attempt to divert from the real reason people have beef with MS and Adobe. They tried to kill open standards, failed, now want to join the cool gang like nothing happened.
But don't limit our penetrating stare to just those that have historically done this. Keep an eye on where Google are going with the various Chrome extensions.
So, Adobe and HTML, fine, but they only joined us because they couldn't beat us.