Well for me personally I always head straight to the pricing page of any service I'm interested in and I didn't see any mention of the repository hosting you do there. Is that just for support / enterprise installations? Might be helpful to mention it there.
It is mentioned there but pretty low on the page, "Sign up for our free GitLab.com service if you want to use GitLab without installing it.". What do you think?
But beyond that I dunno.