$28.99 up front just to ask for an additional $63.00 on the next step. No legitimate company does this. You will be out your money with no hope of getting what you are purchasing.

For an Apple Watch series, 5 iCloud activation lock no password.
They advertise $28 and charged $70 for Apple Watch Unlock

They advertise $28, and there is no disclaimer or notification that there will be another charge. Then after you pay the $28 it says the process has begun. IF you do not go to "tracking" to check the progress, you would not know that the process will not complete until you pay more than the $28 already taken. For me it was $42 more, $70 it cost not $28 as advertised! I feel cheated, I would not have paid $70 when there are cheaper companies, but since you already paid how much frustration would it be to try and get a refund? So, I assume most people just pay it. I don't even know if it works yet. But, so far this constitutes a SCAM in my opinion.
If they are a legit and a good company then why aren't they transparent?

It depends on your currency exchange rates. For turkey it was a bit expensive.