Strategic advantage and keeping quiet about it
Here is the quote I referred to earlier:: ONLamp.com: The Pragmatic Programmers Interview: "Ultimately, it comes down to ease of expression. If I can express myself in code at a level closer to the problem domain, then I'm going to be more effective, and my code is likely to be easier to maintain and extend. Paul Graham makes a big deal out of the way Lisp helped him while building the software that became Yahoo Stores, and he's right. These languages, applied properly, are a strategic advantage. I know some companies are using them with great success. And you know -- they're keeping quiet about it."