[irons]

The statement you're quibbling with — "free-of-charge online services ad-free" — is unassailable. Anyone signing up for iCloud with the intention of using it for data sync (contacts, calendars, browser bookmarks), and/or application data, and/or the ability to track, lock, and wipe lost devices, will be hard-pressed to exceed the free 5GB.

Sure, iTunes Match or syncing several devices directly to iCloud might induce a heavy user to pay for more, but iCloud remains a bona-fide free service for the vast majority of its customers.