The licensing costs are somewhat hefty upfront and get exponentially so as your business grows. So the decision (I think) isn't necessarily "Oh it's free now l

The licensing costs are somewhat hefty upfront and get exponentially so as your business grows. So the decision (I think) isn't necessarily "Oh it's free now let's do it," it's closer to "OK, this is costly now, and may be worth it now, but down the road, as we scale in people and the app in size, the money isn't justifiable."