Because a company is a client of iCopyright doesn't necessarily mean they're using the same product/service as AP or employing the same pricing model. iCopyright, like most companies, likely provides more than one product/service.
I think the pricing is more of an issue than the tech. If AP were asking for 12 cents rather than $12.50 for 5 words the reaction might be different. What are the pricing models of these other companies that you suggest are equally at fault?