As a non-USA person here I was also amazed with some of these comments. But I am not sure it is only about "subsidizing" others (which it also is). If you read a lot of these comments, they go into great lengths into describing their particular live choices, their very deliberate little decisions they make while traveling all the time, and how these makes them special. I feel that there is another side to this individualism: the pride on ones choices, on being unique and in some way, standing out of the masses through their clever use of their options.
It reminded me about another thing that surprised me in the USA: food menus are lengthy, and everything is customizable! You have to choose ingredients, topping, side, everything!
I guess, for a lot of USAmericans this feels empowering. Interestingly, coming from the other side of the Atlantic, it had the opposite effect on me: I felt overwhelmed, that I was required to do make decisions and do too much thinking, that at the end, it was the chef's job to offer me a menu with dishes that make sense and taste good! In fact in Europe, good restaurants tend to have very few options, you go there because you acknowledge that the person that designed the menu knows more about those dishes than you...
I guess, I am also ok about "subsidizing" others... I know that some days I will eat at the flight, some days I won't, some days I will need extra luggage, some days I won't... It is just easier if we don't have to go through all the bureaucracy of managing these decisions. It is cheaper too, since the accounting and planning becomes easier. Some people might be getting be getting more or less out of it, but it evens out with time anyways. I can get my "feeling of importance" by other means.
There is something more this might show us about the "customization" vs "just works" in how different people prefer their software. But I will think about this some other day...