People care for "free" as in "money".
I have had several people call me crazy for paying about $75 a month to host my own iron in a data center so I can run my own cloud storage, email, search and a variety of other self-hosted alternatives to commercial paid, or commercial "free" options. Most people simply don't care or understand.
At the same time they complain about how creepy it is to get targetted ads.
I've always been "that guy without social media" since I believe social media is nothing more than a drug1 to satisfy narcissism. And that's not even considering the extreme breaches to privacy.
(1) Side effects include: depression, low self esteem, unhealthy lifestyle.