  I discuss the remit of Starlink's software strategy groups and a particular
item on the agenda of a meeting of the image processing software strategy group
held on 26th January 2001: `Why don't people use Starlink software?'. The
answer to this question was speculated to be primarily a sociological effect:
those people supervising UK astronomy Ph.D. students are largely people who had
learnt their trade at a time when Starlink had a less than perfect reputation.
I report on the recommendations made to Starlink to counter this effect.
