[kelnos]

> (many of whom don't actually directly pay anything)

They are paying, though, with their habits and user data. That's not direct payment, but I don't think the distinction matters. Someone with a Google or Facebook account does pay. Not in currency, certainly, but having those people on the platform is certainly valuable to Google and Facebook, because they monetize their presence in other ways.

[TulliusCicero]

Correct, they're still a source of revenue, they're a customer. But legitimately good customer service is expensive, and it may not be viable to provide it even for marginal customers