I was quite surprised to learn it wasn't free. I had heard about this "sherlocking" on Twitter but hadn't read the details. I can't think of a time when Apple Sherlocked something but didn't make it free. In fact, making it free is kind of part in parcel of Sherlocking, since that's what really kills the other business. Here, plenty of people will keep using the existing competitors because they don't want to have to pay for iCloud+.