I really don't see how it is so hard to use. It took me a total of 5 mins to setup and start adding my animals. It's by far got more features than anything out there, and the support far exceeds anything out right now. Damon is really nice guy, had a problem with a 64 bit version of Windows and we spent well over an hour on the phone troubleshooting. He's giving away the full version of his current software pending a complete re-write of his new software due out later this year.
PS: You really shouldn't call anything a "industry standard" before the product even exists.