One thing that irritates me about purchasing Sublime Text, is the fact that the only method of payment is via PayPal. While I'm sure it's convenient for some, others may not agree with this. Many companies are starting to accept Bitcoin, some notable ones including Wordpress, Reddit, as well as The Humble Bundle
Accepting Bitcoin can be great for a business, especially when selling software like Sublime Text, one of the main reasons for this is the fact that a Bitcoin transaction is completely irreversible, unlike PayPal which is happy to side with the buyer 99% of the time, even on irreversible products such as a DRM-free software package. This is great for Sublime Text, and the customers as it opens the product to a wider market, more people may be willing to purchase it if Bitcoin was an option.
It may seem complicated to accept Bitcoins directly, but companies do exist, who handle payments in Bitcoins, and then convert the received coins to the exact price requested (e.g. $70, as the price of ST). The most common payment processors who have this feature include BitPay (commonly used hosting providers such as Namecheap) or Coinbase (used by Reddit and The Humble Bundle).
By using either of these payment processors, you give your customers the ability to pay using Bitcoin, while receiving the actual money in US Dollars directly into your bank account.
I personally don't see any downside to your company if you were to accept Bitcoin payments, customers will still be able to pay using PayPal if they want, but they would also be capable of paying for the product using Bitcoins.