As far as I understand the license you're allowed to self host this for free, so long as you're monitoring your own stuff rather than reselling monitoring as a service.

I can see this being very attractive for side projects / early stage bootstrap stuff where you may not be able to afford something like datadog.

On the flip side, there is something to be said about someone else hosting your monitoring systems, as hopefully if you have a massive outage the third party system will still be up.

I'd imagine that you could achieve this here by starting off self hosted and then migrating to their cloud offering once your systems were critical enough to justify it.

You're right that this is a pretty crowded space though - look forward to seeing how they do