We love our clients. Not only because these people are extrodinary creative, but also because we have carefully chosen them to be our clients.
It is not an accident, though. We took several steps to ensure that Redactor and our clients match perfectly. First, we stripped out basic support. We lost most of our beginner users, but Redactor is not good for them. That's how we keep our clients experienced.
We do not provide any discounts to anyone. Often we receive messages from people asking for a free license or for a discount. Redactor will not make any good to them; Redactor is professional, reasonable priced product; if a company cannot afford investing $99 in its competitiveness, we don't believe in such company and won't sponsor its failure. Here's how we keep our clients successful and profitable.
We do not support charities, student projects and free community open-source movements. There's a great deal of similar thinking in a post by Jason Fried of 37signals; for student projects there are free options of CKEditor or TinyMCE: you wouldn't use expensive Photoshop to compose a poster for your garage sale, why then would you use professional WYSIWYG for your school project? For free community open-source projects — it was their developers' decision to invest their time to this hobby, so we won't commit to it. There are, however, really cool projects that are driven by passion of thousands of developers (Yii, for instance), who are able and willing to rise funds and purchase license, not relying on one's good will to donate. Here's how we keep our clients professional.
Did we lose some money on not selling to beginners, not giving away licenses to "prospective" clients and by not selling discounted licenses? Hell, yes. But what we did accomplish this way (and what is more important, I guess), is that we speak same language with our clients, who at the same time are our fellow developers; we know each other, our values are pretty much the same. And we won't exchange this achievement for better faster profits of bigger sales volumes.