Think different, e.g., perhaps very different profit levels for Filemaker Pro... See the review for screen shots etc.
When you're using it, you may not notice that FileMaker's Bento is, at heart, a database management program with records, fields, tables, forms, and all the rest. In simplifying the organization of information—contacts, calendars, events, and even digital media content—the application goes a few steps beyond the company's FileMaker, long our Editors' Choice for personal and small-business databases. Bento also costs far less: It will sell for about $49 (direct) versus $299 for FileMaker Pro 9. You do lose much of the latter's power, though, and the new product runs only under Mac OS X Leopard, so Tiger holdouts—not to mention Windows users—need not apply.