I'm a pro and I have no need for the "pro" features, I do like the look of the hotkey configuration utility, but it does not justify the price difference for my use, so I get along very well with the standard version. Probably the best buy, in terms of return on investment, I have ever made.

Having said that, I think, along with the "price sensitivity" issues, is the goal of expanding the user base. Adobe sells it's products to schools and colleges at a relatively low price. Today's amateurs are often tomorrows pros, get them happy with your product and they will keep on using it when they make the transition.