# Ongoing product value and paid upgrades

**URL:** <https://community.topazlabs.com/t/ongoing-product-value-and-paid-upgrades/13299>\
**Category:** General Discussion\
**Created:** [February 13, 2020, 5:10pm UTC](https://community.topazlabs.com/t/ongoing-product-value-and-paid-upgrades/13299 "2020-02-13T17:10:58Z")\
**Posts on this page:** 1\
**Showing post:** 130

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**Author:** ![serdar-99346](https://community.topazlabs.com/letter_avatar_proxy/v4/letter/s/dbc845/32.png) [@serdar-99346](https://community.topazlabs.com/u/serdar-99346)\
**Post date:** [February 13, 2020, 10:03pm UTC](https://community.topazlabs.com/t/ongoing-product-value-and-paid-upgrades/13299/130 "2020-02-13T22:03:20Z")

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Proposed model change itself is certainly fair, as no one can expect having forever new functionality for free. The are several key points I’d urge you to consider though:

1-Price level itself. $99 a year is a bit steep (at Adobe level). Most of your users can’t do without Photoshop/Lightroom - but can do without Topaz. So, not going over the board (or pushing out your customers) with aggressive pricing would be a wise step.

2-Added new functionality; yes, I’m certainly willing to pay. But if you are just fixing bugs via minor releases; these should be free.

3-The most critical one; once you start receiving that annual revenue stream; you better don’t get complacent and drift away from your innovation roots. It’s just too easy to claim otherwise. Unfortunately most of imaging software (once they get on that bandwagon) very quickly give up on their innovation and start coming up once a year BS “new versions” which don’t deliver anything. Here is a list of software I own (and purchased one or two nonsense upgrades afterwards) and finally completely gave up on them: OnOne, DxO and Photomatix. Athentech Perfectly Clear and Luminar are on borderline - heading to same waste-bin if they don’t stop wasting their dollars on hyped-up marketing then delivering very little.

I’ve been a Topaz customer for 7 years. Topaz has been on top of my list with it’s sincerely innovative products from day one.

If you loose that innovative spirit; you’ll be just another casualty in forgotten photography software grave yard. Plus charging a high-price for that will simply bring that drop decision faster.

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