I value the runtime on my battery operated devices enough to pay $0.20 for an efficiently decoded format.
(Maybe that is more than $0.20. Depending on volume the H.264 is $0.00, $0.20, or $0.10, but I think there is a base license also required that I can't find. In any event, adding H.264 to a computer probably costs less than half a can of beer.)
http://www.mpegla.com/main/programs/AVC/Documents/AVC_TermsS...
And remember, I am still allowed to do anything I want with the code. I just have to give MPEG-LA half a can of beer do it.