One thing that's really bad about Flash, is that the content is never found by search engines. Macromedia want to help this.
Most search engines do not search through your Flash file at all. Atomz has the ability to search through SWFs and that's probably the reason that Macromedia are using that on their site. Google has in fact been crawling SWFs for at least 8 months, but are only indexing the URL's.
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