FWIW, the free update concept is also part of Reaper's popularity... Except their updates are not for life, they last for a certain amount of time and then you have to pay another low fee to continue receiving the updates.

I mention this because FL Studio and Reaper are both relative newcomers to the world of computer based music, and their innovation in marketing has propelled them past many established companies. I think that's why SONAR is offering the $99 upgrades... they're trying to reclaim the customers who are abandoning them for Reaper (whose entry level price is still lower than Sonar's $99 upgrade!)

PG Music's products are so innovative that they are not a direct competitor with any other music software company. But they DO compete for dollars, and IMO that's why taking note of evolving marketing techniques is a good idea.