Since the app is so new there is currently no paid component to it. Signing up allows you to get an API key which you need to include in your Icecomm code.
Hey, it's Nick, another one of the creators. Icecomm provides the STUN/TURN servers and backend signaling servers for convenience/ease of use for the frontend.
Agreed; there's a massive difference between the capital needed to start something like a pizza shop, as compared to the resources necessary to start a web startup. Sadly, the larger companies have such strong roots that starting a traditional mom-and-pop shop is much more daunting now.