I see it more like insurance - that $19 isn't wasted, it buys them the ability to be immediately notified when their business's ability to generate revenue goes down.
The alternative is being alerted by emails or phone calls from prospective customers asking if they're still in business - a very awkward phone call to be on!
The alternative is being alerted by emails or phone calls from prospective customers asking if they're still in business - a very awkward phone call to be on!