I use both Frame and Word and have for years. Almost everyone I know is frustrated with Word and we would prefer to author everything in Frame - proposals, etc. As it is, we only author manuals in Frame.
I suggest to Adobe that it drop the price of Frame to be equivalent to Word and then do a big advertising push to put it on desktops. Frame has such better output that doing this could seriously cut into Word's market share. Frame has existed for decades but seems to be stuck in a niche, it could break out of this niche by leveraging all the past investment and becoming price-competitive with Word.