It's funny because I generally regard Atlassian products as at the worst, not bad. That is to say, I don't feel like anything they do sucks, some things I really like, some things I'm meh about. Except SourceTree. Maybe because I'd been using Tower for nearly a year by the time I came across SourceTree. Maybe because it's such a Windows feeling application. I don't know. I'm sure most of my dislike is illogical at this point, but it still is there.
I don't feel like $70 is very much for something that feeds my family. I use it all day every day and the work I do with it allows my wife to stay home with my kids. If people didn't pay me to build the software that _I_ build, this wouldn't be possible. It's the same reason I choose IntelliJ over Eclipse or other IDEs. If the price difference is justified by my effctiveness with your tool, I'm spending the money without hesitation.
The only caveat I have is, even if your product is the best, if your company is shifty or a bad actor- I'll do whatever I can to avoid it.