There is a psychological aspect to this, I believe. Switching between cheap and expensive is less of an effort than switching between free and cheap. Similarly,

There is a psychological aspect to this, I believe. Switching between cheap and expensive is less of an effort than switching between free and cheap. Similarly, competition-wise, competing with however low number is easier than competing with zero. I really think FB’s domination hinges on “free”. However, changing business model like that cannot be directly required. What can be required is openness.