Being in the software business... I personally like big shots once in a while... many software companies build their recurring income on support... I think this is a bad idea, especially when you have a simple product (and it works well).

I sell software that is small, but an upsell to bigger programs when people are ready for them... this gives an ongoing income... without depending on support money.

I'm not sure how a membership site would work for a software program. I usually put up a discussion board so folks can talk amongst themselves.. and I can find out whats going on with the software.

However, if you have a good program... you will generally never hear from people once they get going... that is a good thing... it's not as easy as supporting an Ebook.... but your customers are more likely to stay in contact with you and stay on your list.

So, after all that... I would prefer some big shots.. but have a continual new clientel.