I hate it when pricing is not a prominent link on a site's homepage and has to be found through a web search. It always look quite shady, like the enterprise software/services market where "call for pricing" is more common and always seems like an extortion is about to take place.
For consumer/small business related apps/services, if I don't see pricing linked or mentioned on the home page, I assume that it is quite expensive and that the developer/company believes the same too, thinking that people will balk on seeing the price and that they can somehow be convinced to sign up first (so they can be marketed to) and then pay what's demanded after reading the long list of features or other fluff they put up.
For consumer/small business related apps/services, if I don't see pricing linked or mentioned on the home page, I assume that it is quite expensive and that the developer/company believes the same too, thinking that people will balk on seeing the price and that they can somehow be convinced to sign up first (so they can be marketed to) and then pay what's demanded after reading the long list of features or other fluff they put up.