Really a depressing step...
I guess they figure if they can get a grand from the xc16/32 'pro' users, why not the 'pro' avr (and sam) users also.
Although they don't have an easy 'backdoor' option like xc16/32 (that I know of- no source released), the binaries can be changed easily enough even without the source as they use the same method as xc16/32 to check the license. Change a -1 to a 2 in the binaries .data section (3 binaries) and you are good to go.
The arm compiler they have in xc32 also restricts optimizations, so they are going all in with this idea.
The only positive is they currently provide the source code to xc16/32 from their web site. I can imagine the next step will be to require anyone wanting the source to send in their $100 to request a copy.
I guess we all can get into the compiler business. Get the source code, change one line in the source code (for those that will request the source code), modify a few bytes in 3 binaries (no need to compile), sell the 3 binaries for $x, offer to provide the source for a $100 fee. Repeat for every version that comes out.
Anyone want to buy some binaries from me?