Interesting that the "scholarship" (free) plan isn't mentioned on the homepage. It seems you have to try and steal the product before being offered the free plan. I also like the subtle dig, "if you can't afford it." I've certainly pirated things myself. If iTunes asked me, "We noticed you've pirated The Walking Dead. If you can't afford $3, click here to get it for free." By reframing it as charity I might be shamed…
RE no homepage mention of it: I suspect there are those who would try to get it for free, regardless of how much it costs. It's probably more successful in converting those who wouldn't have paid in the first place - IE by reminding them that they've been "caught out". Having said that, no homepage mention may be turning away the honest users who might genuinely be unable to afford it. Only offering a discount to tho…
That reminds me of Airbrake.io, whose lowest-cost pricing plan was higher than I wanted to spend on a toy site I made recently. On my phone I can't find the text on their site, but in small print on the pricing page it said something like "or, we have a developer plan, which is free for one site and one user."
It was exactly what I was looking for, and I wish there were more ultra barebones plans available for otherwise-paid services.