$39.99 is pretty close to free

Actually, it depends on the country the user lives in. For example, here in Russia (except in Moscow and St. Petersburg) many people earn as much as $60/month or even less. For them $40 is anything but “close to free”.

Unfortunately, it’s a big problem that most software is sold by the same price all over the world, irregarding that in different countries there are different price and salary levels.