This is largely because of payment friction: is some scammy site going to manage its own subscription and call to make me cancel? Do I accidentally sign up to some dumb minimum term etc.
Something that is free is an unlimited resource. Something which costs even $0.01 is a limited resource (even if the limit is very high).
People naturally deal with limited resources different than unlimited. If it’s unlimited, each usage requires no further consideration. If it’s limited, each usage requires evaluating whether to spend dollars/credits/capacity on it.
I use a paid search engine. I paid extra for the “unlimited” option even though I should have fallen well under a lower tier. It wasn’t because of payment friction. (I was already paying a monthly fee, the only difference was the amount.) I paid the extra because as soon as this transitioned from unlimited to limited, I needed to keep a mental accounting of every usage. I needed to consider if each usage was worth buying.
If you give me a sheet of stickers for free I will struggle to stick them on anything. They are, by their nature as a physical thing, a limited resource. Payment doesn’t matter because they were free. What matters is I can run out so I need to ensure I’m making the best use of a limited resource.
