That's probably because they're (I think?) buying tasking capacity from other companies, so the pricing can't be below the rate they negotiate. That probably results in then negotiating a below list price from a few companies and then setting prices that wind up being close to the average list price for the industry.
The difference is two very key things: 1) no minimum overall buy 2) fully public pricing
That price is pretty normal, but usually you have to commit to at least a few thousand dollars worth. 25 sq km min per target is also pretty normal, but the contracts usually require you committing to at least a few hundred of those.
Next is public list pricing. Every company has list pricing, and that's basically what smaller customers will pay. Large customers negotiate it down, of course. But just explicitly advertising the list pricing is also a big deal and not normally done. It's usually way too hidden.
A lot of folks (hi there Joe) have been pushing for more transparency in pricing, and a lot of companies have been talking about chasing the "long tail" of small customers for a long time, but it's really good to see someone actually doing it.