I agree. Outside of a business context, most individuals aren't hurting for time in the first place. They usually don't even notice anything less than huge time

I agree. Outside of a business context, most individuals aren't hurting for time in the first place. They usually don't even notice anything less than huge time savings or splashy benefits. It's no wonder consumer software, especially productivity software, is mostly free nowadays even when they cost a lot to develop. It's actually pretty hard for consumers to justify paying for any software. The consumer software developers that succeed usually shift the software cost way from the consumer somehow, either by creatively re-arranging prices (eg. baking the price into bundled hardware) or charging someone else (eg. ads). IFTTT has a tough gig and I wish them the best.