What makes people pay $129/mo for Falcon.io?

Hey everyone,

I have come across this platform a few times over the past weeks and don't quite know what to make of it. First noticed that a mobile broker I'm familiar with uses it to track the winners of a raffle they're hosting, and then I came across it once more as a general social media management tool. But what makes people pay so much for it? I'm using free/cheap social media management tools that seem to provide you with similar insights and also have cross-platform scheduling. What's the USP I'm missing here?

Probably brand, trust, & time efficient tools

i too find free tools that are equal or better than paid tools. but i love to seek these things out and compare features

so why do some people use inferior paid tools instead?
often they are unaware of the existence of alternatives.
many small biz owners do not have time to research and compare alternatives.

reminds me of a white label tool marketed to biz owners i found. as white label you can put your name on it and resell as you please. in my research i've seen dozens of ppl clone it and have various price tags from $20-200-2000. but the actual tool is free if you know where to go.