For a long while the option panels where something that people could only find in premium (commercial) themes, and for a good reason. The pricing of their licenses allowed the premium theme developers to invest more time in giving theme users the ways to do through these panels what they could not do through coding.

With the buzz created around these themes, regular users became aware of what could really be achieved, and thus, those that could not afford the license of a premium theme, became more selective with the free ones. A good-looking theme was not enough anymore, and WordPress developers realized it.

A good premium theme would bring its developer not only a good amount of money, but also recognition in the community, and this is where the free theme developers scored their biggest points. Now that their “turf” was endangered they had to react, and they did. For premium themes like Thesis or WP Unlimited, users have now alternatives like Thematic, Hybrid, Carrington, WP Framework or my own (even if not a framework) Simple Balance.

Why should free theme developers consider adding an options page?

Because being “cool” is just not enough anymore. Theme developers need to learn how to be useful. Free stuff can be either useless and ignored or useful and praised. I’m yet to see the developer offering a free theme without gaining something from it, be it awareness, expertise, backlinks, donation money, you name it! But none of these are achieved through an uncompetitive – even if free – product.
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