The price of the upgrade from AL7 Pro to MC3 speaks loudly. 

$1,500 upgrade price says "We bought Pinnacle and killed your product.  It was getting too good, and threatened our market.  If you upgrade for $1,500, we might consider you one of our own... maybe.. but do it QUICK!  Otherwise, just die and go away.  Too bad you are not as good as those who bought their way into Avid by choice, the Express owners.  For them, we will give a good deal."

$500 upgrade price would say, "Yes, we purcahsed Pinnacle, but killed AL for business reasons.  We are sorry, but since you now are in the Avid family,  we would like to give you the opportunity to upgrade to MC3 for $500, just like the your brothers/sisters using Express.  Welcome to the family."  Now being brought into the fold, this would set up a business opportunity for a $1,500 upgrade sale when MC4 is released.  A win-win scenario.

$99 upgrade price... fantasy.

Rod on Kwaj