I think the most potent part of FXhome is the cinema, promoted well by the mandatory inclusion of a software/website credit. The way I found this site was by watching the credits of films I'd seen online, which referred me here. I spent almost two years watching films here well before I purchased software or registered for the forums.
When it comes down to it, the cinema is what makes the website different. The community works well, too, and is free from *most* of the heavy elitism you see over at DVXUser and DVinfo (the two biggest film website competitors, forum-wise). It's fine to talk about films in a forum and mildly 'push' products there, but a better forum for presentation and outright evidence of the product is the cinema. It's well-designed, and provides mutual win-win-win benefits to all parties.
- Budding filmmakers get a place to present their films in a professional, effective manner (relatively simple page with details, data rate, embedded video, promotional images, author information and website links)
- Curious viewers (and potential clients/software patrons) get to see what the software can do and what kind of people are using it (CX3's quality of work with AlamDV2 is what pushed me to purchase)
- In turn, the producers of the software and managers of the website (FXhome) see sales resulting from the piqued interest that the cinema creates
All-in-all, the helpful, tactful community and the stable, powerful products are an important component of the FXhome business model and guarantor of user satisfaction. But it's the highlighted interactivity with the software and company (being able to post films that use the software, ask direct questions about the company or the products, having turnkey feedback in most cases) that is the primary staple, at least in my book, of the artist formerly known as CSB.