Seems like GameMaker are trying to eat some of Unity's lunch here after the mess that was Unity's install fee plan, GameMaker have made it much easier for developers to use it (and cheaper).
Firstly, for non-commercial use, GameMaker is now free to use. So for game devs just starting out, this could be an interesting choice again. And then when you plan to sell your games, the Professional license (doesn't include console) is now a one-time fee instead of a subscription. Much, much better. Simpler and clearer and will no doubt pull in some more developers.
All three of their licenses (Free, Professional, Enterprise) also note this very clearly:
Revenue Share: there is no revenue share that you will be required to pay as part of this license.
Cost per Install: there is no cost associated with the number of instals that your content can have.
Additional Costs: there are no additional costs associated with this license.
The Professional license also notes it's perpetual, so no worries on them dumping new terms onto you like Unity attempted to do.
On top of that they've also made all their asset bundles free.
See their announcement here.