With the decline of stores running demos, I would think it better to change from a sole mass market scenerio. I think there would be an initial surge with die hard users paying for an upgrade and it appears to be working for DA. If it comes down to a choice between limited upgrades due to reduced sales of an already mass pirated program vs paying a bit more for an evolving product with secured updates, I feel many would opt into it.
Many people, myself included, get as much enjoyment in the evolution of these aquariums as the actual display itself. I always capture the latest versions to DVD for my HDTV's. They get a lot of interest from visitors.
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