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While it is true that for some users who already have HLO the duplication of content only costs 9.99, it could be seen as costing $19.98 for those who don't have any Hero Lab Online subscription time.
Due to the various ways one could arrive at a price depending on the current status of their HLO account, we chose to call it roughly 20 dollars out of an abundance of caution.
Hope that helps!
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