My speculation:
So Cliff mentioned plugins in that one thread. Well, I'm thinking Fractal is working on a VST or standalone plugin (maybe even a mobile app?) to compete with the likes of Positive Grid's Bias Desktop, Toontrack's EZMix line, Amplitube, ReValver, etc. Guitar plugins have come a long way in recent years and people are starting to use them more and more. Bias Desktop has been getting a LOT of attention lately and many guitar/sound engineer YouTube channels are directly comparing Axe FX against Bias Desktop. Prosumer/Consumer software is something Fractal hasn't explored yet and since the guitar plugin market is really starting to pick up, I could see them jumping in on the fun. I mean, they already have the Axe FX algorithms and Axe Edit for the GUI. Just gotta put the two together and bam, you have a plugin. (Obviously it's way more complicated than that, but you get my drift.)
EDIT: Forgot about Cablab, so yeah, they've done software before. My bad.