I don't think the pricing is too high. If anything, the high end is too low. It's not like they're aiming at personal sites, are they? And for a company, $39 is nothing -- plans should probably start there. (Seriously, who wants to service a customer for $7 a month?)
FWIW I've never seen or heard of Netlify before in my life.
However, one of the features of their highest price ($39/month) plan is that you can use 100 custom domains. If you have 100 domains hosted on Route 53 you will be paying over $50/month for domains, at which point $39/month for the service which actually hosts your static site is entirely negligible. I am curious how many people fall in to that bucket though - it seems more likely that people will run multiple sites with few custom domains, rather than a single site with 100 custom domains.
I am planning to offer some of Netlify's services in a product I am currently building. I'm still working on the pricing model but it is likely to be based on builds per month and bandwidth/storage, rather than the actual number of sites. My cost driver is not 'how many domain names are configured in my HTTP-routing layer', but rather 'how much pressure is each site putting on my build and web servers'.
Plus it creates barriers by giving people something to bikeshed over before buying. In fact, I'd wager they're probably better off going to Unlimited on a few more things where they can, and only really focusing on the things that separate high paying customers from smaller ones.
I'd compare this service to CDNs + HTTP Object storage combos like CloudFront+S3. (Still makes this look expensive since those cost cents/GB)
