Few things have been more unexpected than Intuit’s Scott Cook kicking off a meeting this week with the accounting trade press by saying, “Mea culpa” for his allegedly not paying enough attention to accountants.

Intuit not paying enough attention to accountants? With more than 18,000 pro advisors and hundreds of thousands of copies of QuickBooks on the market, it’s a jarring statement. But there have been some strange things happening with Intuit. What’s up? Ostensibly, the press meeting covered a reorganization designed to put more executive oversight into this market, and a new product announcement.

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