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I'm just one customer, and not a wealthy one at that, but from my point of view the concerns over price obscure the far greater importance of improved functionality: for example, more easily adding sub-tasks, for those of us that pine for a capable outliner for the iphone. $20 is a pittance when one considers the value gained every single hour of the working day from such capability. Bear in mind that some OF competitors are charging a monthly or annual fee.