You want to get good value for your money. No commander wants to spend all their money on a mercenary unit that can’t fight and will turn and run the first chance they get. When they hire a Golden Company Crossbowmen unit, they’re spending a lot, but it’s worth it.
The Golden Company Crossbowmen unit box gives players a reliable ranged unit. Being Neutral, most armies can hire them. Their training with their reliable crossbows means their shots almost always produce enemy casualties. They also train regularly to aid other friendly units, maneuvering to support whenever an ally is attacked.