Software Company:
NikSoftware
First let me start off by saying I am not a professional photographer. Yet as a graphic student, sometimes taking pictures is a must, and thats where Niksoft and Viveza come in. They take those amateurish pictures and turns them into gold.
First of all, it comes with a built in preview slider that allows you to see a before and after without committing to the changes. Here below you can see the slider in use, as it scrubs, the photo is shown in a unedited to edited black and white. (please note i simply used zero saturation so that i could create the biggest amount of contrast, and you could see how the program works)


This is BIG, it allows you to see the changes being made with no commitment from your part, which to me makes touching up photos 120 x's easier to do. But what if you want to just go in and touch up an area, like the tree. Well Viveza has an answer for that too.

As you an see from above, Viveza allows you to go in and simply brush in the changes right over the photo's, thats something people have been asking adobe for, for ages, and Viveza has delivered.
To sum up Viveza, yes it is another photoshop/lightroom plugin that does what is available now, but then it takes those functions (levels and curves) and makes them user friendly and easier to apply. you see the changes in a before and after, you can paint the changes on to areas only you want to touch. For the amateur to intermediate photographer, this plugin stands heads above all other when it comes to function and ease of use, and for the advanced to professional, its downright necessary to have in your bag of tools.