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bc we've been conditioned to expect everything online for free: email, news, social sharing, etc. its been subsidized by investors and access to our "data".

its also bad design/marketing. i hate paywalls, too. but i'd gladly throw a bone here or there if given the opportunity, just like hitting an upvote button. so dont call it a payment or implement a payment system; call it something else that conveys gratuity/gift/support/tip/whatever