But for Intuit, the timing of passing the 1M mark could not have been more opportune. Let's say you're a reporter, like me, who has not yet written up the Xero notice. With Intuit's data on the market, instead of me writing an item focused solely on Xero, I combine the two. That's the way it's done. Intuit has done an excellent job of dulling the impact of Xero PR. After Xero publicized its first-ever American Xerocon in 2013 (the company skipped 2014 in this country), Intuit countered by announcing a VIP event to be held at the same time and invited the press and analysts that Xero hoped to get. The real point may be that Xero's half million is still heavily concentrated outside the United States, Intuit's million in it.