 <p>You should tell them to brand the version of the software in a way that is independent of the internal version number. For instance, iPhoto '09 is iPhoto version 8.x. Microsoft did the same thing.</p> <p>Clearly, the major vendors have moved towards a branded version having to do with feature releases while allowing the developers to be freer with their version numbers. This satisfies everybody and the marketing guys will be especially happy because they get to come up with a whole new strategy for how to brand the software releases.</p>