“it's also a small ticket so the the the price of this product is like 69 EUR or dollars a year so people don't really worry about it”

Low-ticket annual pricing makes the purchase invisible — and the renewal automatic

Acquirers prize products where price is low enough to be a non-decision. Sub-$100/year annual pricing makes the buy invisible, lengthens retention because cancellation isn't worth the friction, and lets one user pull coworkers in without procurement involvement. Aspirational pricing competes harder; boring small-ticket pricing compounds.