Once upon a time, a young programmer called Andrew Cross wrote a depth-of-field plugin called "The Fields of Depth" (to be later of Depth of Field Pro fame) for 3D Studio MAX, selling it for a mere $10.
(A plugin purchased by mail for £10, since I had no dollars laying around. (And I still have the hand-written reply, on 5mm torn grid paper, too).)
But, all good things must come to an end, and for Andrew they're replaced with better things;
“NewTek, Inc. Promotes Dr. Andrew Cross to Vice President of Video Software Engineering.”.
Here's to You, Doc :)

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