It says "free" twice, in colored CTA buttons, in the first ~150px or so.

Yeah, and that makes it look like a lead generation button intended to get me to try the thing before I realize that the Free version won't quite suit my needs.

I don't really care if it's a "pricing" page or not. The question you need to answer before I try you product is "what am I not getting by using the free version?" If there's an enterprise version in the works, tease me a little and "Coming soon" a bunch of enterprise-y features in a feature table. Just don't make me give you my email address, go through a confirmation flow, try out the product, and then tell me "if you need more than 1 user, click here to give us your CC".

Well it doesn't look like there is a non-profit organization behind it, so someone has to pay for that somehow.

Is it support, ads or information?

Saw this earlier[1], looks like they are working on enterprise features for larger teams, which will be paid.

[1] https://www.producthunt.com/posts/tara-ai#comment-1029087

There's no such thing as "free" forever, especially if something is not even Free Software/Open source to begin with.