You pay $10 per Gb but this is a one off payment rather than annual. The money is supposed to go into an endowment that will pay for the storage costs long term.
Combine that with underlying costs (storage, data transfer, computing power) which are trending downward and there’s no reason it shouldn’t work.
Say they raise enough to earn interest on their capital.
Say they make 1% interest per year.
Storing a GB costs $10. 1% of that is 10c.
How much does it cost to store a GB for a year?
Amazon charge ~1c/m for infrequent access and 0.4c/m for Glacier.
So somewhere between 12c and 5c a year.