Running Q2006 deluxe... and have not made the jump to 2009 yet.
I thought it was interesting to follow some Quicken links.
The "upgrade" link at the bottom right corner of Q2006 presents a web page where you can "upgrade" for $49, but in fact later links to the same $39 page as below.
However - If you just go to the Quicken website, they are offering it for $39 -
formatting link