Ah yes atmel edge, started on the right foot got very content free and waffle rich and then got cancelled with no explanation. Could have been a nice show but judging from atmels video output the department is run on attention deficit and they keep trying to be clever and spend more time making it look good with minimal content and lots of waffle from people who look like they don't really want to be on camera but have to to make it look like atmel is massive with all of these people and it looks horrible contrived. Paul Rako was the first genuine looking one and dissapered as fast as he got started after boring us to death in hist last known episode waffling about what he didn't like about a sprinkler timer and never got round to the promised redesign.
I really wonder what atmel are playing at with their youtube channel, looks like it's micro managed and keeps changing manager every week.
I have an atmel ICE, they confused the hell out of everyone with and ICE 1, 2 &3 that were not cheap and then realized that they needed to get in with the game and launched the cheap ICE (ICE 4?) which as a name scheme just made it confusing and declared that they beleived in cheap affordable tools and always had, yea right, while microchip had the pickit for under £20 atmel were selling the AVRJTAG that looked just like the AVRISP for over £200.........
I use atmel but I'm not a fan boy, I just got fed up with microchip antiquities.