As a software engineer, I'm always baffled by this reaction... It's $10, less than what I just paid for lunch. Have we completely lost the value of good software?
Yes, we've probably lost the value of good software a bit. The bigger issue is that I no longer judge the value of software based purely on a page (or app store description) advertising it. I need to try it out to see its value. So if the company is charging up front for the software, just about any amount seems too much.