If you still think of PagePlus as a program for non-designers, small businesses, people with small budgets, and home users you're partially right. But it is also a powerful alternative to pricier desktop publishing options (like, you know, Adobe InDesign and QuarkXPress) that belongs in the hands of more professional print designers.
The key new features touted by Serif are the Logo Studio, Image Cutout Studio, HD Photo and EPS Support, New Special Effects, Duplex Printing Wizard, and a revamped user interface. There are other less flashy enhancements as well. Although I was a bit skeptical about the Logo Studio and the Image Cutout Studio when first reading about PagePlus X3, I have to admit that they are fun, useful, and well done additions to the program.