It’s a lot of work supporting different host apps. Every company has a different API (application programming interface) and they usually work very differently from each other. So development takes a lot of time, as does testing, as does making sure our support staff knows each host app well enough to troubleshoot and help you with any problems.
Our goal with all our software is to provide a product that 1) does what it claims to do as well or better than anything else available, 2) is reasonably bug free and 3) completely supported if you call in with a problem (yes, you can still call us and, no, you won’t be routed to an Indian call center). All of that is expensive. But we pride ourselves on great products with great support at a reasonable cost. By having crossgrades we can do all of the above, since you’re not paying for things you don’t need.
If you create a video for a client in HD and then they tell you they want the video in a vertical format for mobile, do you do it for free? Probably not. While clients might think you just need to re-render it, you know that because you need to make the video compelling in the new format, make sure all text is readable, and countless other small things… it requires a fair amount of work.
That’s the way it is with developing for multiple APIs. So the crossgrade fee covers those costs. And since all of our plugins are perpetual licenses, you don’t have to pay a subscription fee forever to keep using our products.
If we didn’t charge crossgrade fees, we’d include the costs of development for all applications in the initial price of the plugin (which is what some companies do). This way you only pay for what you need. Most customers only use one host application, so this results in a lower initial cost. Only users that require multiple hosts have to pay for them.
And we don’t actually charge per applications. For example, After Effects and Premiere use the same API, so if you buy one of our plugins for Adobe, it works in both.
The crossgrades come as a surprise to some customers, but there really are good reasons for them. I wanted you all to understand what they are and how much work goes into our products.