Juul is made by the developer of the ZeroDay Hacked Client and owner of Intent.Store. The income streams from his existing projects empower him to branch out into new industries and offer competitive pricing, or in this case, none. So no, you're not the product.
Probably not. While the first version of Juul will likely remain free forever, there will be a premium version available offering more features, modules, support, updates, etc.