see a more reasonable price, say, $9.95.

I could actually see a price as high as $19.95. This is still in a range that it is still reasonable and affordable. I spent ten years as a magazine and newspaper production manager. I used programs like this one 5 days a week. I think its a pretty good program and I would have and will consider this program a bit high tech. If it was only was advertised better and a few extras "corporate" happies lol in it, I could see it going large.