Most content has a marginal cost of almost zero (eg, apps, music, etc)… So the only real “risk” is lost sales (ie, people who would have purchased if they weren't able to steal it). But IMO it's unlikely that there are many people who would rather go to the effort of stealing content which they could get for ~$1.

(full disclosure: I'm a friend of the Willet devs)

Hi Max, Think of Willet as a built-in freemium model. A users first couple of purchases are on credit. If they enjoy what they are buying, they'll have to pay.

Willet promises better conversion rates because it only takes a couple of clicks to get started. The Willet tab is shared across all websites that use Willet. As well, we promote your app / service to other Willet users to speed up the time to reaching their tab limit.