This is definitely a marketing piece. And they charge a LOT for it, so it's not a solution for the common masses.
To properly handle secret scanning requires calling live APIs to test if keys are "real". And you need to have a way to file tickets when you do have findings... if you rotate a cred from production, that's now an outage, so you need to coordinate multiple teams.
It's a lot of work and free tools only solve one part of this. I can't speak to any of the vendors in this space but I can attest that it's a harder problem than it seems!
More specifically, none of the paid security products we use cost nearly as much, and those products do much more than just detecting secrets. So from that standpoint, the pricing just seems outrageous. It’s pretty clearly aimed at big enterprises that can afford it and are vulnerable to FUD (while the “hobbyist” pricing is just free advertising). I don’t blame them for finding a way to make big money, but this business model is not what we’d pick.