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A lot of people now use it to add timecode / reelnames to DSLR shot video, in order to have dupe detection.
But it can used for a lot of other workflows as well.
(Eg better media management of non-timecoded sources.)
There is new Avid support:
Speed changes to import worry free, or import trough an ALE and get TC and TapeName info as well!
And it now can also output BWF files, with or without speed changes.
All BWF files will be 48 Khz, even if the source is 44.1