Why? The whole thing has been a disaster in the making and some of the main people involved are just short of criminal. I hope it reaps the reward it deserves.
I haven't followed this much at all and don't know any details of this.
But... If I owned a company and I invested a lot of time and released a product to the market trying to fill a need in a very small market segment, I would need to recoup some of the money invested in the product. The price is the price. If you charge to little for a niche product like this, there can be no support and the company will fold.
Again, I have no stake in the AOS 4 world, and have zero plans to enter it, but from what little I have seen... A man took a risk, invested time, talent, and cash and created something to offer a market. Not an easy thing for any of us to do... So I salute him and wish him well...