Their terms are so good (45 day free trial, immediate cancel & refund at any time), that I wish I had a use for it that justified the price. Even as a user-support for a software product, it would be cool. Probably cheaper, if you have serious support costs - for example, that (possibly fake) Gates article quoted $500 million per year in support costs. Saving a fraction of that is worth the costs quoted. I'm sure it's similar for other big corporations - and even for internal use.
As for price, you'd be amazed at what corporations will pay for solutions to their problems. This is because you'd be amazed at how much their problems cost them.