The down-side of price increases is that an increased number of people will be tempted to download the program for free from the numerous sites around that don't have a problem with "sharing" software. (Not that I'd be tempted as I have a steady job.)
E-on then get nothing for their hard work developing the program.

I'm sure the e-on bean-counters and market strategists formulate this possibility into their price planning, just hope they also figured in the fact that the economy in now in recession and many people are doing it hard out there.