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This statistic is misleading. Throughout the filing process consumers are bombarded with opportunities to upgrade to a paid tier. They make paying more the default option and demote the controls to continue using the free version to have secondary or cancel-like styling. I had to constantly back out and go back to the free version, because I accidentally opted into a paid tier.

Another reason might be that "automatically" filling in your details from uploaded / linked documents is often a paid feature. I uploaded a doc it asked for, it showed me the info, then when I opted for the free tier it cleared the data and made me type it in myself.




Turbotax is a pioneer of dark patterns. Enter anything beyond a w2 and it wants $70.




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