I think the fact that FileMaker Pro is required should be in BOLD on the developers home page. I could not find anything on the site until I downloaded the nearly 5 MB Quick Start Guide.
FikeMaker Pro 9, $299
FileMaker Adv, $499
FileMaker Server, $999

The program requires FileMaker 8
Upgrades to FM 9, $119-$599

Might as well add this cost to using the program if you're starting out.
I have nothing against the use of FileMaker ... I use it for our design database (custom), but we're still using FileMaker 7 ... works fine for us.

I'm all for new solutions ... I just think it needs to be CLEAR what the program requires and that additional software is needed ... and it's not cheap.