Mac App Store selling Aperture download for a quarter the price - What's the catch?

OK, I know there will be no DVD, paper manual or packaging, but will the downloaded version be identical?
The difference between £173 and £44 is quite dramatic and I'm sure the cost of physical marketing doesn't amount to £129 !

Hi
I don't have a full copy of Aperture myself, so I am not sure about it, its just what I've heard.
There are some plugins here, not sure if any are included with it.
But I also forgot to mention, there is some pretty good documentation that comes with Aperture (Retail Box) that you also do not get.

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