I'm not sure I would pay for the upgraded access. If a college coach is interested, they can contact the player's coach for more info or contact the player directly if they are of age.
I think it's definitely a useful tool, but I don't think it's the only thing people need to be doing. I can see a lot of activity over the last few weeks, based on my son's activity feed. For example, in the last week, several JCs and D2s have been using the site to search and their searches have identified juniors and seniors on our varsity team. I have seen that the top player on our team had his profile viewed by a D1 college. Nobody can see who these schools are, but the schools can use the player profile info on the profile to make contact.
When my son signed up, the site automatically sent a message to his coach to ask him to make an account. He did and now our entire varsity team is listed on the site.