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Adobe have to plan ahead - they're thinking more about the future of the web, streaming HD video etc, for which 264 is a perfect format. To introduce that into FLV would be like reinventing the wheel.
Also, 264 is used to capture video in lots of modern cameraphones, the N95 etc, and it is only going to get bigger and more widely used. Imagine, you could upload your 264 video straight from your cameraphone to a video sharing site, and it could be streamed as-is without transcoding to FLV (as long as the bitrate isn't insane).
Coming the day after the lastest Handbrake was released makes me a happy camper.