Best place I know to buy it is Secrets of Embroidery. :) They have just released the 2012 upgrade too.

I just did a search of embird resellers, and this seems to be the cheapest site.

I too reccomend sercretsof.com.. you get points as well.. plus you can always log in and re down load any of your purchase history :-)
big hugs - Maria xx

just to add the 2010 to 2012 is $19 at secrets.. I had $7 in points so I used my points and paid only $12 for my upgrade,, so very happy customer here.. got my new password very quick as well.. i have been busy this last two days so i will down load the upgrade when I have the time to do it lol..
having a busiy time here in London
big hugs - Maria xx

The price on this product doesn't vary more than a couple of dollars. I'd buy it from a site that you get good service from. I also bought it from SecretsOf. I always get a response from them within 24 hours when I have a problem, which is rare.