Without actually knowing anything at all about the situation, as someone already mentioned, what you would be (probably) paying for is: automated installer support service (OS updates) by Jolla licensed packages like Alien Dalvik, Nokia Maps, etc (maybe some codecs, exfat support?)
One example: A Linux distribution that sells an "upgraded" version of itself and the packages are gpl: https://zorinos.com/download/ EDIT: Seems Zorin "Ultimate" requires donation to download. So there's a "difference" Maybe more apt comparison would be Red Hat?