I wish they wouldn't attach themselves to the sublime brand. It's not theirs, and it's pretty shady to ride another project's coattails when their intent is essentially to cannibalize it by being sublime-but-free. You can discuss the merits of open source and paying for tools all you want, but basically their goal is to put a man out of business who's made something that a lot of people love, because he has the gall…
As for price, I was happy to pay for the editor, even though I use vim most of the time, I am happy to support modern editors and use them.