AWS is giving away their software and only charging for the hardware to run this migration software on. The catch is that you need to be migrating to AWS resources which you are paying for. I'm sure this tool will have less features than the more established competitors, but for customers that fit the sweet spot, it will be very attractive.
Disclosure: I know some of the people at http://www.dbvisit.com/, a database migration company, and competitor to this.