In-app advertising.
Seriously, some people in this thread have mentioned some good features, especially popular seem to be those involving better indication that an option/modifier is engaged such as ripple editing and offset. I miss the old days of hardware where a light would come on or flash to indicate such a thing. Software UX design seems to have forgotten those basic things. Slow, pulsing indicators that aren't annoying or distracting, but constantly remind you of state. I hope the bakers pick up on that.