I've seen subscriptions supported, and the pricing doesn't seem alarming. If you look at any medical bill that includes lab work, or anything medical related, this is really cheap comparatively.
The cost of everything is required to lure companies into the space. The cost of research, running a clinical trial, the FDA approval, certifications (SOC2, etc.), insurance, etc. still push many companies away. In fact, in the EU, where the cost is lower, the approval process is getting harder (MDR) and many companies are leaving the market.