People like free stuff, and after some time, it becomes expected. Moreover, think of it in the opposite direction. Imagine a getting hit with a 10% tax increas

People like free stuff, and after some time, it becomes expected. Moreover, think of it in the opposite direction. Imagine a getting hit with a 10% tax increase even if a richer guy gets 15%. Him being taxed more doesn't necessarily make that 10 feel much better.