Of course, just taking the money and running is a much higher-margin business, but it relies on that established reputation-building. Maybe a good analogy is counterfeit sellers on Amazon.
Even if the ransomware is removed/disabled after payment, you are more likely to be re-targeted either by the same group or that group may resell your information to rival ransomware groups.
I'm not entirely against paying, but it's a risk calculation and you should know all of the risks.
The guy asked my hijacked friend for the equivalent of 200€ in bitcoin. I don’t see anyone spending time specifically on his case for that amount. A skilled hacker able to « target » someone could make much more money actually developing real software.