I don't get where people think because they bought an app (iWork) 4 or 5 years ago they think they are entitled to a free upgrade now. When the Mac App Store first started Apple did say that if you wanted free future upgrades you would need to purchase the app in the mac app store, just like in iPhone/iPad users have been doing.
I just spent the $75 to upgrade my versions of Numbers, Keynote, Pages and iPhoto. I have been using all of those apps since getting my Mac in 2011. Back then I had to buy the Work on a disc, and the iPhoto I believe came on an iLife disc in the box. I never use Garageband or iMovie, so I have no interest in it. I thought I would have to pay to upgrade to Mavericks like I did with Lion and Mountain Lion. Guess what it was free. If iWork wasn't upgraded I would most likely have went with Office for Mac via the Office 365 Subscription at $99 a year. Since upgrading iWork and playing a little with it, Guess what no need for Excell, Work and Powerpoint. So here I was ready to spend about $130 to get Office and Maversicks and all I ended up spending was $75.
In the past with Windows you would spend a whole hell of a lot more to upgrade Windows or Office and nobody seemed to care. Apple's software is far superior, yet it costs a lot less. And you people still complain. Suck it up and get it on the MAS and you won't have to worry about it again. Quit thinking that something you got 2-5 years ago entitles you to a perpetual free upgrade already.