In this new model of app upgrades, where they offer new versions of the app as a separate download, you pretty much have to buy all of the features again. This is not unlike buying hardware -- and I think this new model is bringing software more in line with hardware.

Suppose I bought a lawnmower from Honda in 2000. After 13 years, I move to a home with a bigger yard, and I decide that I'd like a bigger mower. Should I reasonably expect to get a discount from Honda on my next mower just because I bought one of their products before?