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This quote is from The Definitive Guide to Marketing Automation

MySpace? What’s that? Nobody uses the site anymore. The social media market has diversified enough that consumers are investing their time in other options. Why?

Because Facebook, Twitter, and Pinterest are all better. Even though these platforms are all free, consumers are dealing with another form of currency—their time

Time is a currency, and unfortunately, the most limited one. When building your product, in as much as it may be free of charge, what is the cost, in time to try it, test it, and use it? And what is the opportunity cost i.e. what else would I rather be doing than using it?

Making your product free doesn’t guarantee users. Making it worthwhile does.