Unfortunately the Apple App Store set an incredibly low floor of "free" or $0.99 when it launched. Whether companies were just trying to get customers or Apple was subsidizing things, the expectation is an "app" is cheap and disposable.

$30 is eminently reasonable for this kind of thing. And it isn't a subscription! But it costs more than a morning coffee so impulse is restrained and some people just don't like being restrained.