If they can hide the costs, then like mobile phone contracts people will think its a good deal and happily pay without realising (e.g. through their electricity usage) for apparently free services. The danger is that this model competes well in people’s minds with something like SAFE where your cost is more visible (a monthly connection bill, bandwidth charges), even though the net cost/benefit of SAFE would inevitably be much better.
SAFE Network may need to develop ways to offer this style of business model so that even those who think like this will see SAFE as a better deal. I believe @dirvine is already mindful of the benefits of this approach from his comment here, but it may be useful to put thought into this as a community - it’s certainly an opportunity for us 