Substance has been used by game devs ever since PBR textures became the norm.

If you want to judge who Adobe thinks the audience is, or perhaps, who they want the audience to be, look no further than the atrocious, alienating video they put out just after they bought it, voiced by a woman who has absolutely no fucking clue what she's reading, and okayed by a marketing team with no fucking clue what they're selling.

Yes, I have been seething about this for half a year now.