Whether $29 or $39 a month, either way that’s a fairly high bill for a streaming service.
On the other hand, you also have to consider that these games are largely not on TV at all, and that the AHL is a relatively small company with a product that only runs half the year and is financially dependent on people watching the games in person. Expecting them to try and match prices with Disney or Amazon isn’t realistic. It’s expensive because it’s a premium option for a boutique product.
At the end of the day, most minor league fans pay $30 a ticket to see their teams play. You now have the option to spend that same amount on a month of broadcasts. If you still aren’t buying it, then minor league hockey is probably not a good entertainment option for you.