Testimonials of this form are near worthless to a company. Maybe it's true for you. Statistically, it's highly likely to be misleading.
People overestimate their willingness to pay for something for a number of reasons, but one of the biggest is that they incorrectly visualise what the choice to pay or not looks like. They often imagine a moment of abstract choice after which everything remains exactly the same but some small amount of money magically vanishes from their bank account. In reality, paying for something is a tedious inconvenience, and not paying for it more often takes the form of never getting round to putting your card details in than consciously deciding "this isn't worth it".
It can be taken to questionable extremes, but there's truth in the idea that the only real evidence as to what customers will do is what they actually do, not what they say they will do. I don't know if their interpretation is correct, but it sounds like Kite at least has evidence of the former sort.
