That's how I got the vast majority of my IK gear. I might not have been a customer of theirs if not for their 2014 Winter Olympics group buy. OK, I did get MAX, but only during a ridiculous sale last year.
Sure, it would be nice if their upgrade paths made it worth people's whiles to upgrade to MAX without having to wait for sales. I don't have the will or energy to argue about those things as I feel I have plenty of options already and there are far worse crises in the world than that.
If IK want to sell me the upgrade, they need to convince me that the new gear is that essential. Otherwise it's just more stuff to keep track of.