Easy one first - pricing. It's always a challenge but we try to find something that's reasonable when compared to the competition. We're not big fans of tools that do limited time feature stuff (this feature only works for the first two weeks unless you pay) so this is what we're trying for now. We're very flexible with teams as well. If they don't feel like they've gotten a fair chance to try it out, we raise the limit and let them keep trying for free. We'll gladly take your money once you're satisfied.
With regards to GitLab or any other traditional issue tracking tool - if you're able to get this sort of a workflow where your team is really focused on the outcomes and not mechanically processing tickets, then that's great! We're not building the only tool in which this is possible, just building a tool that we feel does a great job of nudging people in the right direction.