I think a very key point here is that this is a small market app produced/sponsored by a non-profit organization. So there is certainly an aspect of the quantity of volunteer labor available to assist the project.
And also that it is related to, essentially, a luxury hobby, personal swimming pool maintenance. Think 1% of households (hard for sunbelt folks to appreciate perhaps).
Typically the higher the hobby cost, the higher the related aspect costs. In this case we have a win though, because TFP saves folks SO much money, that in my opinion, anyone who has an issue with the app price is missing the big picture, while focusing on one minute aspect of their total pool expenses, construction included.
But value is in the eye of the beholder. I look at it as integral to TFP and therefore the value derived/received is incredible.