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It's "Freemium". It's free to use for up to 10 items. You then unlock unlimited items via an in-app purchase.

How much IAP?

19.99 USD for the Mac. 9.99 USD for iOS (iPhone and iPad).

Unless I'm missing it, why doesn't it say that on the product page? More importantly, doesn't it need to say that on the App Store page at all?

App Store pages are allowed, AFAIK, to say "Free (In-App Purchases)" and leave it at that.

They could put it in the description if they desired, which would be a good idea I think.

It didn't even say that, IIRC.

We've added that information to the App Store descriptions, it should be visible once all the caches are updated.

As for the site, you're probably right. We need to make it clearer.

Thanks v. much :)