Wow. I'm shocked. I use Neat Image all the time. I wouldn't consider shooting over ISO 400 without it. The Adobe tools are coming along, but I don't find them anywhere near as effective as Neat Image.
Perhaps it's a matter of inertia. I started using Neat Image with my old Canon S50 P&S about four years ago. S-series Canons are pretty easy to carry around all the time, like when you have some good reason not to haul an SLR out. But the noise can get pretty bad at high ISOs. Neat Image is incredibly effective on S50 RAWs, so I got accustomed to using it almost all the time.
Once I started using DSLRs, I just kept going. I'll admit that they don't benefit to the same degree as the S50, but they still definitely benefit, esp. at ISO 800 or above. With a good shot of Neat Image, I feel I can got a lot further with capture sharpening, since noise won't get amplified if it isn't there to begin with. You can use simple masks to constrain the noise reduction to shadows or specific tonal areas. I think it really makes a big improvement on highly enlarged prints.