The idea of every service charging $15-30 per user per month is a myth perpetuated by companies who themselves have that budget to spend out of their VC funding.
I am not a fan of Atlassian products, but what retains them the most aren't the qualities of the products themselves nowadays, but the integration and plugin ecosystem + the difficulty of exporting the data. Nearly every tool has an integration for either jira, bitbucket, confluence, or all of them. And you would usually dismiss any tool that doesn't have them if you are an Atlassian customer already. Once you have set that up but decide you are paying too much for it, good luck good luck telling your users they will surely lose data/formatting/integrations when migrating to some other tool. This + having to train people to use another tool while companies usually take for granted that their users won't get lost in Jira (which really isn't true).
Ultimately it becomes more of a tax than a price.