It’s pricey. The licensing changed from v9 to v10. The licensing model for v9 is better where it is an individual license per server, while v10 licenses are per JVM/ .NET and server instance. The latter model appears to be the model that other APM vendors are using.

Negotiate with them.

I don't know the exact pricing, however, my understanding is that it's quite expensive. Dynatrace has competitive pricing in comparison. I believe Cisco pricing is also okay.

The licensing model is expensive compared to its competitors, but the service it gives to your business, and the data quality, means that it's worth it.

I have not participated in negotiations. Cannot comment.