"There are many research institutions and workplaces where the cost of the tool isn't really thought about at all. In fact, the cost of Matlab and toolbox fees is a small fraction of a senior scientist/engineer's total compensation."

Yeah that's my experience with my current job. Matlab licenses aren't an issue. Also many people have Bloomberg terminals and other expensive tools of that trade that make Matlab look fairly cheap in comparison.

For a language to beat out Matlab it will need to be based on other factors than cost. Most likely performance, documentation, training, tooling and be popular within the pool of candidates for jobs. Hopefully Julia can get there.