It's a matter of sound business decisions more than anything. This is a classic example of not understanding your target audience. Look at the competition: on one end, you have a flexible, open source web testing framework like CasperJS (targeted at developers); on the other hand, you have end-user oriented products like Fake.app that are paid and closed source. One could even argue that Selenium itself (also free) has a nice enough GUI to be considered power user friendly. When you start charging devs for closed source, paid applications, you're getting into the territories of Oracle, Microsoft, and IBM. Is that really how this independent team wants to position itself? Can this team even support the kinds of problems that enterprise clients have every day? Seems like a really terrible segment to target. And if this team was really thinking that indie devs would go and blindly purchase a product like this from an unheard-of company with no established reputation, then, again, they need to go back to the drawing board with their business model and/or hire someone who can provide guidance.