I've enjoyed Google Maps for many years and never paid for it. Apple MapKit appears to be free. I improve the experience for others when I help improve the maps and in turn my experience is improved by the contributions of others. It's costs Google and Apple money to provide the infrastructure for this, which they obtain in various ways such as advertising. It doesn't bother me if someone wants to advertise their store on a map I helped create. In fact, even that improves the amount of information I have about a place.
My answer to the title question is a strong "yes" in this case and I consider it akin to a grocery store putting up signs saying "Please help us keep costs down and pass the savings along to you by returning your cart to the cart stand." Giant mega corp Walmart does this if memory serves.
I like that humanity has built such an amazing thing as maps and like it when people return their shopping carts.