Only people with money think that 10.00 is not a lot of money. 120.00 a year could be a significant chunk of the target's disposable funds. If don't have money then it might as well be 400.00. On the other hand, 12.00 or 24.00 a year might well be 'not a lot of money'---perception here is based on content of wallet, not your marketing notions. Review history of Borland's C/C++ compiler versus Microsoft's---yes Microsoft won the war, but not without making Borland enormously successful.