> And with software it’s even harder as software was never targeted at the mass.

Do products like Adobe Photoshop or Microsoft Office Suite not count as “targeted at mass?” People—normal people—absolutely used to pay for software before SaaS took hold.

I don’t think the problem is that normal people don’t want to buy ““artisan software”” but that people are so cynical about software companies that giving them any money at all is asking to have the rug pulled out from under you.