HP purchased Tabblo (http://tabblo.com/studio) a while back, and I'm sure that team did this (they already deal with layout / printing / etc).

I think the HP team is more focused on marketing, manufacturing, and chemistry. The Tabblo product builds design intelligence into the software. It is a "soft" innovation, but certainly something that makes it more likely for a non-technical person to jump in.

Complementary product. Print more PDFs => sell more printers.