[tom_rath]

Exactly what I hopped on here to say. To add to it:

If someone is going to open their wallet and bother to enter a credit card number on your site, $10 is the same as $25. If your product saves someone a few hours of effort, $25 is a trivial amount of money to buy that time -- you will have a sale.

Don't compete on price -- compete on provided value. Make your app the best way to resolve 'Task X' and people will buy it.

Ignore those people who say you're too expensive. If they're wincing about $25 you really do not want them as a customer. Back when I priced software to be competitive 'on price', I attracted people who were looking for the cheapest solution and those people are, by far, the biggest pain in the tail for support that you will ever run into.

[binarycheese]

My story exactly. I get more issues, how to-s etc. in support email and site forum from people using the "Free Version" of my software