The Danger of Free

Everyone loves to get stuff for free. We line up to get a free drink, we sign up for free checking accounts, and we're happy to get a free gift with the purchase of our next car. We love free stuff, even though we all know and understand that free is an illusion. After that free drink, we pay for the next three. The bank is making money by investing what we put in that checking account. The car dealer can afford to give away a small gift because the profit on the car is large. But none of this seems to bother us - free things still have a certain allure. But is the concept of free taking us down a dangerous road?

Marketers long ago figured out the attractiveness of free. For decades companies have been playing tricks using free to lure naive customers. But recently, our obsession with free has given rise to a new phenomenon - where the customer is never asked to pay. How? Because the business makes their money on advertising. Marketers are happy to pay for access to customers, who in turn love not having to pay. So the web plays the glorious role of middle man. Are we heading into dangerous territory? The paths that we are taking lead to confused customers at best; and monopolistic practices at worst. A culture where consumers think that increasingly more and more services should be free is not healthy.


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