In reply to John.

Indeed, I have raised the prices to $69 with the launch of Array. As Steven pointed out, I have been a proponent for higher theme prices since 2011, and I'm still not satisfied with where prices are at.

WordPress theme pricing seems to be in a race to the bottom, but our design, development and support practices simply call for a slightly higher price. It's not an attempt at getting more money from customers, rather a way for us to keep providing the same level of quality that is expected from Array.

As Christopher suggests, if we spend even 1 hour providing support for a customer over the course of a year, we've already lost money on a theme sale. And that doesn't take into consideration the costs of design and development of a theme, which can take upwards of a month to complete.

We're confident and comfortable with our new pricing and happy to answer any questions about our decision to raise them!