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I think we should all do our part by buying the boxed version. However, having bought the boxed 7.1 release a few weeks before the 7.2 came out, I just cannot justify buying 4-5 boxes every year. I would hope Suse (and others) would at least allow some number of free upgrades (complete ones) before you were encouraged to buy another box.
Remember there's two markets they're after: upgrading and new sales. You can't expect people to walk into a store and buy a box that's nearly a year old. To ensure people new to Linux get the best product they have to keep putting out an up to date product. There seems to be a handful of people who *must* have the latest version, and that's fine. Only then some of them complain that they're upgrading too often, which is not fine. If you have upgrade-itus, and you don't like having the condition, at least recognise that it's *your* problem, not SuSE's!