I don’t think that it is clear that a customer can get an obligation-free quote by using the “Buy it now” link on app listing.
Can we have a “Get a quote” link/button? Or some PO/quote/price UI that is a peer of “Buy it now”?
We frequently get support cases for people who want a quote/price/PO/whatever. We point them to the Atlassian FAQ: https://www.atlassian.com/licensing/purchase-licensing#ordering and we wrote our own KB article to guide them through the UI from our listing UI: https://artemis.atlassian.net/wiki/spaces/SUP/pages/505479169/App+purchase+orders+and+quotes
IMO, this issue is common enough that it indicates a usability problem with the Marketplace purchase UI/process. We spend significant time helping customers through the process.