That's a great read and all.
Of course you need to make money, of course you need money to continue developing your products. And when I saw that your products were a one off lifetime purchase (thats how it read anyway!) it did raise a red flag as to how you would do this.
Your release of a V2 shortly after I bought licenses has lost my trust.
There was a tried and tested route where software developers offered 'upgrades' and previous users were offered discounts on this. The boss does try to explain his way out of this with what is pitched as a completely new product, when it should be an upgrade. In this case the upgrade price is the 40% off, which in itself is fair enough. Maybe it is just a matter of words. In the end you cannot please all of the people all of the time.
Buying the product again at 60% of what I recently paid is just not something I am prepared to do right now.
Probably a monthly subscription is the answer for Serif. Just make it cheaper than Adobe.