They had their opportunity...
Both Adobe and Macromedia.
I they had published flash as an open source player, they would own the interwebs.
But alas they were short-sighted, like many other (Blackberry comes to mind not releasing an Android phone 2 years earlier) they tried to choose fast and painless at an ATM but what they got instead was a suicide booth's "Slow and painful".
Microsoft is telling them: "You're dead, have a nice day"