Allume's description of v10 hardly compels one to rush them your $$$ for an upgrade, not to mention a first-time purchase. Given the rep they are building for unnecessary paid upgrades, you'd think they'd work harder to hype what they've put out, even if they don't actually add substantial features. Won't v9 do just fine for now for most users? It's a utility, not a status symbol; you don't need a new one every season!!