Bitbucket self-hosted runner will cost $15/month

So, a license fee for bitbucket runner that you run on your own hardware?

I can see this for complex products (like optimizing compilers), but for CI runners, this seems pretty expensive. All the other companies (like github, gitlab) provided unlimited self-hosted runners.

I also don't see a good business sense here - one now has to ask finance's approval if they want to scale up bitbucket CI usage. I imagine many customers will end up installing their own Jenkins instance (or signing up for some service) instead of doing that...