How Can Sun Monetize Java?

The burning question at JavaOne 2008 on lots of developers and businesses mind was how Sun was ever going to monetize all the cool technologies at JavaOne? If Sun goes down, so does the technologies it championed. I got the opportunity to ask the questions on the Java panel for media, to JavaFX lead and others.

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Brief Summary of JavaOne 2008 KeyNote Technologies

JavaFX
The keynote was centered around JavaFX, Sun's solution for creating rich interactive internet applications with immersive user interface. Sun's value proposition is ubiquitousness of JavaFX on mobile platform and internet enabled devices.

Maybe I am lacking the big vision but I am missing one key element in this picture. Why develop in JavaFX scripts when you can create rich user interface already in Javascript (with AJAX) + any server side language?

In any case it is an extremely cool technology which was well demonstrated with the multiple simultaneous HD video rendering example. I only concern will be Sun's ability to convert people away from existing solutions.
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