i think their mistake is thinking memorization tools are only focused on students and not learners in general. I use anki for memorizing chess positions, learning languages, etc. I'm also a full time worker and have plenty of money to spend on a tools that will help my productivity/hobbies. id be more than happy to fork over cash for the anki system with better client apps. if they had a concern that the cost would put them out of reach of students (their iphone app is $20 so i doubt its a concern), then they should just implement student tier memberships for free while people who can pay will pay.