Even if a future service doesn't have an obvious charge or subscription, just because you don't recognize how you're being exploited doesn't mean it's truly "free."

There's a reason advertising exists as an industry at all, let alone a global trillion-dollar one. Today's "free" is actually paid for by exploiting user attention and attempting to hack your brain--sometimes in ways that are culturally accepted due to long tradition of use, sometimes in new disturbing ones.