Or all these services could embrace the google business model which is to supplement services paid or unpaid with heavy data mining and profiling of people. The real prize is being able to target an individual with information that has a high likely hood to cause that individual to spend more money. It really doesn't matter who or what they spend the money on. If the individual spends more as a result, then the original company that data mined and profiled the individual can monetize the entire process in their favor.
1. Give individual service for reduced cost
2. Profile individual
3. Sell or use profile
The only other option is to offer a service at the true non-competitive cost, which the majority of people are not willing to pay.