Interestingly, with regard to Ad-Aware 10, free is of course free. But there are two other versions. Ad-Aware Personal Security is $12 a year, while Ad-Aware Pro Security is $36 a year, with nice discounts for multiple year subscriptions. But why the big gap in price between Personal and Pro? I guess Personal does not have the firewall. Anyway, for what you get I guess Personal is the best deal.