When the Apple App store came along it was wild seeing how quickly software went from $10 down to 0.99c in the space of less than a year. And then it was only a matter of time before it dropped to zero. Once it hit zero, the tolerance for payment of any kind went to zero as well for a very large portion of people.

Apps and the internet in general, for most people, is considered almost weightless and zero cost. In the race for market dominance meant dropping the price as low as possible to drive out competition.