I also like this approach,
The 1 euro a month per a subscription will not make them rich but afaik just to compensate for the extra cloud storage cost. And maybe their cost per homey are low as backups are small, this is only the first additional added function not for free.
This way they sell a product without the need for a subscription that anyone can test and I have to say that is often how I look for gadgets, I want a basic function without a need for a subscription. Then for fe cloud storage on cams I choose if i want a subscription.
The decision to choose for cloud backups now is imho more about a real simple solution that less techie users can use. No need for a PC or Nas storage and users needing SMB or ftp or … a solution that makes it easy and stable without the risk users expect they have a back-up but will contact Athom support for all kind of issues like faulty Nas configuration or problems with restores.
Waiting for the next Homey+ feature.