First of all, if they are not alone in their niche (and it sound like they aren't), then this proves my above point.

Secondly:

And that lead cost them nothing more than their time.

You do understand that time costs money, right?

If this content was so superb, where do you think it came from? Did their communications and marketing department create it?

Because that costs money. And then did they have a budget for SEO? Because that costs money. And are they tracking your time spent on the page with Hot Jar, or something similar --> interpreting the data --> tweaking the data based on your click pattern --> and then maybe even retargeting you? All of that costs money.

Professionally produced content on an enterprise software site is not the same as what the OP of this post was writing about. And if you bought from them, believe me, they know exactly how much of what you paid went into converting you to a buyer. They aren't just "growing a following."

SOURCE: I am a senior content producer and consultant.