I think the novel thing here, that I have not yet seen in any other database app, is the realization that normal SQL joins are not quite what you want in most cases.

Often, you are interested in nested results. "Give me all my customers with a list of their orders." However, when you do this with a join, you get a list of the orders with a copy of the customer information attached to each, instead. In Ultorg, you actually get the customer with a list of their orders nested in their row as a sub-table, but with that sub-table's headers cleverly floated to the top, so they're not repeated for each customer.

As a second trick, Ultorg manages to remember the relations, so the data is editable in the nested tables. (There are some limitations to this, I believe.)

I used the trial version of Ultorg at the beginning of the year (the example in the 2.1.4 changelog is based on my use case), and it was tons of fun to use. Ultorg is great. I wish I had discovered it right at the start of that small project.

Unfortunately, I do not have a regular use case for this, and for personal use and occasional unpaid hobby projects, Ultorg's license is not a good fit. So I check the website from time to time whether there's been a change to it; no luck so far.

I am no business expert, and I do not know how well Eirik is doing with the current model. However, I do have the impression that he underestimates how many people would have a use case in their private life for it, but not at $35/month. I think this could also help attract new commercial users. After all, it's much easier to convince your boss of purchasing a software if you have already built expertise by using it personally.