Well, I got an email offering it at 99 Euro because I was a registered user of Incomedia products. I guess that amounts to an "upgrade price" although I would suggest that the v10Professional version is a new product that can't be simply upgraded to from a previous version.

Hello Graham,

we have prepared special offers for our clients interested in our new Website X5 Professional 10. Please enter the ''Offers for you'' section here on answers (in your control panel) and you will surely discover your very own special offer.
Thank you.
Samantha

Thank you for helping Wayne!

I am aware of the special offer, still a lot of money BUT IT IS TIME-LIMITED. No other company does this. The special offer should be a fixed upgrade price, the same as every other company.

"BUT IT IS TIME-LIMITED. No other company does this."

Hello Graham,

Just for the benefit of any others reading this thread, I have to correct you straightaway there.  There are literally dozens of software companies who offer time-limited deals on their product.  Serif and Ashampoo would be just two of the big names I refer to.

Other than that I understand the point you are making.

Kind regards,

Paul

No, Ashampoo would never make a user pay full price to upgrade a product (I own all of them, almost).

No other company selling html editors, like Magix, with "Xara website maker" has upgrade prices, Avanquest's "Webeasy" the same, - they would never charge their existing customers full-price for an upgrade. When the discount expires on Incomedia's offer next month, am I expected to pay full price AGAIN?

Hello Graham,

WebSite X5 Professional 10 is not an upgrade of any other version of our program. It is a special edition therefore we have special offers for our customers that are interested in that edition, but they can not upgrade to it as they did from Evolution 9 to Evolution 10. This is the reason why the offer is limited.
Please feel free to write back if you have anymore questions.
Thank you,
Samantha