Every week, we do profiles on companies, interviews with executives, industry news reports no one else does, etc. that is included in that $199 annual price (
see recent reports listed).
This may very well not have any value for you but it does for many others.
As for the unique tests and rankings, last year, we changed our model so that people pay a premium for the much more costly work involved in that. For micro businesses, the price starts at $480 a year including one's pick of any 10 research / test reports.
This too may not have value for you but it does for others.
A common theme on this site is that companies should do more work so you all can pay less money. And that's perfectly reasonable to ask but it's also reasonable for us to charge a price that helps us cover the costs of the unique work we do. If other companies, like Axis who wants to promote the sale of their cameras, provide design software for free, that's fair and why I've recommended this as an alternative to IPVM's software.