I agree. They're competing against free services. For many if not most family-and-friend groups there will only be one person knowledgeable about matrix and act

I agree. They're competing against free services. For many if not most family-and-friend groups there will only be one person knowledgeable about matrix and actively interested in using it (there might be more interested in using "something that's not Facebook", but matrix isn't the only option there). This needs to be priced low enough that one person can buy it without thinking and get their family and some friends on the thing. Maybe start at $40/year or $25/six months, up to 15 accounts. Pay six months or a year to start so there's no subscription, then give an option to pay for another block or switch to monthly. Also needs to include bring-your-own-domain (ie, let the customer point DNS at the service), because if you're interested in matrix and want to have your own homeserver then you know you also want to properly own the domain to avoid being locked into a particular hosting provider. (All just my opinion, I have no relevant experience, etc etc)