i'd have to assume (and apple does also) taht most of us bought our computer w/ atleast some form of OSx preinstalled. If you had 10.0, i assume u bought 10.1 through a retail outlet (ok, i bet most of u upgraders got it bootleg or from a friend to save costs). So, u cant demand a cheaper upgrade just because u bought OSX before or have it right now. Apple would make no money because too many people have it. I admit tho, 120 buck is a little steep. Maybe tehy should make it 99.99 to price match w/ xp home edition.