This is independent of category...could be because of a DAW, or soft synth, or whatever. I'd say Ableton definitely gets some buzz for Push, they're backordered to 2043 or something. Definitely something hot. Apple's still most hot, or at least quite warm, although they've slid a bit from their aura of invincibility. Probably Universal Audio gets some heat for Apollo, which has done really well, and because their plug-ins just sound so darn good...and Propellerheads, with the rack extensions and Reason 7.
Who would you choose? Who's the "Digidesign of 2013?"