First rule of Economics: There is no such thing as a free lunch.

So When Does Free Work? Almost never. Somebody always pays. If healthcare is free, your taxes pay for it. If the flight is free, the extras aren’t. If the search is free, the advertiser is paying.

Richard Muscat argues that “Free” is lazy, destroys value, is ugly, and inflates bubbles. It’s true: free is a short-term solution.