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People value what they have to sacrifice for. Giving something away makes it feel worthless to most.
There is some truth to this.
In Guatemala, we actually have to charge for our medical clinics that we do down there to give away medication and help people. They won't come if it's free. They think that if it is free, it must be worth nothing.
Some we charge a very modest amount and give the money back to a local charity that directly impacts those people.