Playing videos embedded in PDFs

How can Adobe justify creating the technology for embedded video in PDF, so that many customers build their businesses around this format, then remove this format. It’s taking us back to the Dark Ages, and a HUGE denial of responsibility. Adobe please understand that this is a trust issue. 

We thought that Adobe had said they would enable a new media player within Reader once Flash was discontinued. Where is it?

And what news of PDF 2.0?