Why would it need to be priced less at this point? Based on my experiences, he'll most definitely will be making less money. I don't see it. If anything, he should test a higher price point.
Simple, to attract more people for now. It needs to be ubiquitous imho, and deeply integrated into people's workflow so that when he jacks prices up people have to pay it or break their workflow. (which creates an incentive to actually pay more, as a customer)