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"Kids today" hardly grow up with "free everything," and many of the "free" things they get are only due to the fact that someone else (their parents, their school, etc) is paying for them. They understand the value of money, and the need to use it. Sure, they'll take something that's free, but they also understand that things change.
Need I remind that Americans were used to "free" TV and radio for generations... yet, in less than 1 generation, we got used to paying for both, in exchange for more and better channels and quality (not always related to the programming itself).
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