$1200 does seem crazy, but it is an ADC not just a GUI for HAProxy.
Some features include an Accelerator built upon nginx, WAF for security, GSLB and high availability.
For more information on the features - https://www.snapt.net/platforms/aria-adc/features
Is there a reason that you don't natively support deployments to things like k8s? It seems crazy this day and age to not have first class support for that seeing as almost everything will be there. Esp in the enterprise space where this has to be marketed for.