When there's git cli, magit, fugitive (which you should be using if you're really really in need of a GUI (and which is also better than whatever the demo is showing))?
I'm all for paying for your tooling if you can afford it but overcharging much?
I don't think the prices are comparable to other software since this will be a qualitatively different software-using experience.
I think people often underestimate in general how much really good software is worth. Most software I regret paying as much as I did for but I would pay at least $300/year for Sublime and likely more if that's what they charged. Dash is another good example of software I get way more value out of than what I paid.
If you cannot afford it, then just use the try-out version, which offers unlimited functionality.