Well, i do not know how things are in USA, which I guess is Evernote biggest market. But here in Quebec, the people who would use Evernote and pay for it (and iPhone, and iPad, and numerous other small and intelligent devices/programs) are, i think, freelancers and very small enterprises, people that must find mobile, collaborative, small-scale, affordable and secure tools to share info amongst multiple devices (intelligent phone, laptop, desktop, tablets), and, yes, any feature in terms of collaboration is important. They are very difficult to find. There seems to be a big gap between apps filling big business needs and freelancers like me, who work on short-term contracts with one or two partners. Big-scale needs will probably be covered by apps like OneNote, paid by employers (OneNote which i use for a while and found fantastic, feature-wise, incredibly bad at synching properly, and incredibly time-consuming). And the people who do not need to share will be, for the most part, happy with Evernote free app, which is great. The deciding factor, for me, to go from free Evernote to paid Evernote, was the collaborative features. Amount of data ranked second. I would even pay more for more robust collaborative features than i would for amount of data, which Google offers for next to nothing.