We are all consumers. Whether we consume products, services, or content, at some point, we all consume. Our method of consumption might change over time, but the reality is, consumption never ends. Consumption does have a limit – money. Yes, our resources (money), not our desire, limits consumption.
When faced with limitation, how do we choose? Cost, perceived value, desire, and enjoyment level are the most common factors. However, when "free" is involved, this can reduce the impact of these factors. Free enables fulfillment of consumption without limitation or rather without a perceived cost.