I've recommended the software to my consultant wife (since her company would be paying), but I'm cheap.
How does the pricing work if I want to do revisions to a document? Say it goes through a lot of editing, does each export count towards the maximum number allowed?
If not, what's to prevent users from doing entirely new documents under the guise of "edits" to an old document?
Nope, edits do not count towards the total. You can make as many revisions as you want to a given document. At this point there's nothing to stop someone from doing exactly what you describe. I'm mainly counting on attracting customers that value their time enough that they'd find it silly to expend time and effort gaming that particular system.
You could also prevent editing the main title, once you pick it, it's set in stone (or limit the edits to a small Levenshtein ball). That way you can do as many corrections to the document as you wish, but it's much harder to cheat the system.
If you're comfortable managing that kind of tool chain, then yeah, that's a good comparison. Many people would prefer to focus on creating the content of the document rather than installing and configuring software.
What toolchain? You run a command-line program. Installing pandoc isn't terribly hard (I just did it on this particular Mac in about a couple minutes).
I think you're exaggerating the difficulty of your competition. :)
Then they can pay some geeky kid in pizza and beer to spend the hour or less it would take that kid to get the supposedly-elaborate toolchain setup (to the point of "drag and drop this text that looks like what you type into the Reddit onto this thingy and it'll spit out a pretty document") and it would still be phenomenally cheaper than what you're charging while being significantly more valuable in the long run.
