The marginal cost per license may be cheap, but there may be a significant support overhead to a flood of new users. Maybe with technical web apps that AppSumo

The marginal cost per license may be cheap, but there may be a significant support overhead to a flood of new users. Maybe with technical web apps that AppSumo tends to focus on this is less of an issue. I've found a certain portion of non-technical users want some degree of contact with the company just to assure themselves there is a warm body at the other end. Of course, the feedback from those users would also be valuable to the startup.