What I love about them is that recently they had more people buying their password manager, than they planned for. This reduced the cost per user for them.
Instead of pocketing all of the profit gained from it, they sent out an email to all of their paid users, to let them know that they can now update their subscription for a discount.
Keeping a simple nas alive, with automated backups from linux + windows based machines with proper authentication already sometimes feels like a second job. Hosting all of your own services is way more effort than people realise