My memory of the term "shareware" is that it originally meant the author wanted you to pay, but it was based on nag messages, not expriring demos. This is closer to today's donationware. Also, shareware software was often miles behind commercial packages because you needed a large infrastructure investment just to get things on the screen.

So given that the software we're talking about uses a commercial model and the quality is often equal to or even beyond packages from larger developers, I really think a different term is justified. The term "shareware developer" just doesn't fit what Panic, Delicious, and Macromates/TextMate do.