At $30/user/mo, you're getting into a fair portion of a dev's salary, and "Run Gitlab" is competitive. But then instead of a support person who is going to give me the runaround, I have an actual engineer who has the power to actually fix things.

But it's also not "$30/user/mo", either. It's that, plus (my salary * time spent on support tickets and outages), plus storage costs, plus compute costs.