Actually I think this guys way analyzing a business sounds pretty good to me. Forget the price, do you want to wake up running this business (or doing this idea etc) tomorrow after the deal is done. Not sure if it had anything to do with 'free' even though he tried to tie it in.
The same reasoning works well when considering whether you'd like to sign up for a service. If I'm going to have to spend hours on the phone with machines and inept customer-service people, do I really want this service? Or, at the very least, do I want to patronize this company?
I don't know; that sort of seems cliché to me. It also seems like something that sounds profound but isn't. I've never really found myself trying to buy something I wouldn't get if it was free.
