The $30/month subscription is just to entice in startups. If the startups grow into larger companies, the strategy is to upgrade their pricing. Inevitability, this creates a weird situation where one day a company goes from paying a few hundred dollars per year to several thousands of dollars per year for the software they're already using and rely upon.
That's about the time that someone internally will say "we can just build this ourselves." That's where it can be exceedingly hard for devtools companies to convert if their initial target market was mostly startups. They have to up their sales game and tackle big companies with Enterprise features. That can be a real struggle and many never quite figure that out.
When framed like that, paying $100,000+ per year for a service contract is likely going to be a lot cheaper than hiring the equivalent team to do it in-house.