Another thing which excites me in my working experience at JetBrains is that we're always raising the bar whatever we do. This is major difference from what is happening in technology-driven IT giants like Microsoft because their main efforts are put into driving technology forward. If we take, for example, their Visual Studio product, all major efforts are put to implementing that hot technologies which were just developed by peers in Microsoft campus - you know, ASP.NET 2.0, .NET Framework 2.0, SQL Server 2005). Instead of doing this (I'm not talking about Fabrique project) we're working on improving everyday end-user experience by polishing the tools and providing easy ways to do routine work. This might look not as significant (we don't post announcements in every programming magazine sayng that our smart completion now guesses what you're going to type after "case " keyword), but it's important in that we create a solid programming experience for everyone using our products.
In its time Intellij IDEA rose bar in many aspects of Java IDEs and now it's our turn to do the same in .NET world although currently there are now not many players.