I think that's why B2B is so popular: people are willing to spend money to increase their corporation's value, when spending more than a latte's worth on personal software often is agonizing.
That's a direct result of people being salaried, meaning they're on a fixed budget. As a corporation, you put in something, and something comes out the other end. As a salaried individual, you put in something (more hours) and absolutely nothing comes out the other end.
Yes, raises and bonuses are there for some/most jobs, but people don't make their daily shopping decisions based on their 5-year career plans.
I can imagine hourly workers/consultants thinking to themselves, "Hey, this is a nice piece of software, let me pay the $x it costs for it and I'll stay at work another hour tonight."
I can't imagine salaried employees thinking, "Hey, let me buy A, B, C, D, E, and more, be in a budget deficit for the remainder of the year and hope for a raise!"
I think that's why B2B is so popular: people are willing to spend money to increase their corporation's value, when spending more than a latte's worth on personal software often is agonizing.