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The problem with this job is that there are tools which would do essentially the same job, but completely for free.

Probably because many can get by on cheaper / free tools. I used Sublime for X days and loved it but still can't justify spending $70 for it. It's a nice-to-have.

But what if you could pick up other clothes for free, but they weren't your favourite colour?

sure, then you would, but would you then go to the gap and complain about their prices? Also, the difference is that they are using the 70$ tool, which is obviously better than the free or cheaper price points, but complaining that the price is obscene.