I bought and activated 9 last month and paid $80 full price since I hadn't had Parallels for many years. Version 10 released the beginning of August and I assumed, stupidly, that Parallels would offer a free upgrade for such recent buyers. WRONG! If you bought Parallels before August 1, 2014, you pay the fully upgrade price $50. In talking with Parallels I asked if the person that bought version 9 the day it was released (Sept 2013) and a person who bought version 9 on July 31, 2014 both paid $50 since they both bought/installed before August 1, 2014? Answer = YES! I appreciate you have to have a policy and cut off date, but treating a person who just bought their software the same as someone who had it for almost 2 years just doesn't seem fair or a minimum good customer service. If I want version 10 it will basically cost me $130 since I used 9 all of 6 times owning it for just a month. I am stunned that after having a talk with several reps and managers that no one would budge an inch. Not even a discount off the $50. Real hard ball and insensitivity toward a new full price owner.