 It’s quite a bold title and suggests quite the paradox.
Free is always good, and as modern customers, we want (and sometimes expect) free everything! However, has the “cost” of free become too much for people now? There’s no such thing as a free lunch- it’s a sentiment as old as time itself, however it still holds as true as gravity. In a business model, if someone is getting something free, then another party is footing the bill. Over the last five or so years, organisations have found the ‘free’, multi-sided platform very innovative and effective, turning traditional ways of conducting transactions on its head.  For years now, the smartphone and tablet have become undeniable pillars in modern society, and with emerging new advancements in the App and telecommunications space, these devices have well-ingrained themselves as must-have staples. People from across the globe can do endless, customisable things with their phones and tablets, and they absolutely love it.
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