I'm an advocate for your products, but there are certain functionalities in special products like SQL Sentry Plan Explorer, or text editors like Sublime Text 3 that are difficult to fully match.

I would like an option to support "external tools" in your product so If I want to have an external tool open a sql plan directly in it, I would have some way to configure this. Additionally, the ability to open the current text file in another editor and reload changes as I switch between the two would be helpful.

Ensuring some support for external tool access to me is critical in trying to help take more market share, as if the toolkit is fully locked to only your product, it will be difficult for any existing users to want to migrate without the capability of using/launching certain utilities they rely on without juggling back and forth in SSMS, your toolkit, and others. Maybe you could be an IDE that helps unify this by better external tool support such as editor, sql plan launching, and/or command line utilities.