Yep. People who have never tried to add Mac support to an existing organization do not realize how freaking expensive it is.

There are basically two cases. If you use Microsoft, you are often already paying for Entra ID and Intune, then still adding the Apple-side pieces for Mac support: Apple Business Manager and often Jamf or Kandji. If you do not use Microsoft, you are buying the full stack yourself: Okta or JumpCloud for identity, Jamf or Kandji for device management, and Apple Business Manager for enrollment. Apple Business Manager is free, but the rest is not, and the cost adds up fast.

This means that, in practice, a managed Mac can easily end up costing close to twice as much to support as a Windows device.

It's not apparent that this apple mdm will do internal distribution or just provide for encouraging a set of installed apps already on the app store. If it does, that would be the biggest reason for me to jump to the free product.

Big yes. Enterprises need support and a relationship with their supplier where their needs can change product direction.

Jamf will do that. Apple will not.