I encourage, not to say beg, ESRI to license the 10.1 ArcGIS Runtime in such a way that individual deployments can be priced at $1. Not since I first learned about GIS have I been so impressed with the potential of the technology as I was at a recent Runtime demo. This represents a tremendous opportunity to almost literally do "GIS everywhere". However, if the deployment licenses are too expensive it will not reach it's full potential. I firmly believe that ESRI (and we developers) can make much more money and do much better work making GIS for millions of customers at $1/deployment than for thousands of customers at $100/deployment. ArcEngine had a lot of potential for its day, but I, at least, was never able to write an application with it that I could sell for enough to justify the expensive deployment license. I think that "AppStore" pricing could really open the floodgates and make GIS a ubiquitous technology. I probably am not phrasing this very well. However, I really think that if ESRI, Inc. price Runtime deployments in such a way that they can be sold to end-users for $1, they (and we) can tap a tremendous market. ESRI will make much more money than they would with higher deployment costs. We may well see GIS reach the potential we all believe it has.