The linked page was for upgrading,
my bad. Even worse, simply visiting the link automatically downloads the app. I'll change that to the 'regular' downloads page. All their apps have an evaluation mode, of course.
The email notice mentioned the €14.99 price. But you should have got that email if you already have a license. But the "Store" link on their site lists all their products, clicking Typinator shows a page with Single and Family Pack (5 computers) license pricing: €24.99 and €37.99, respectively.
As for not revealing prices upfront, I do find that inconvenient and fairly rare. But I
refuse to provide personal info just to see the price. Seems like just a way to build mailing/emailing lists!