Ten bucks is pretty close to "I don't even need to think about it" money. Ninety is -for most folks- nowhere near that.
Going behind a paywall is a reduced distribution over what an individual can easily access, and the content is no longer permanent but subject to whatever the publisher chooses to keep providing.
Methinks that this says quite a lot about your socioeconomic situation. I've not seen The Atlantic in a dentist's waiting room.
The secret is to bang the rocks together, guys! :-)