To me free is equivalent to users being the product. Remember Hola? using your own bandwidth to run the product. I do know that most of the internet users prefer an easy & quick solution to protect their internet privacy. Though there is a lot more to be offered in the form of a plugin or extension by these VPN service providers. Right now, I just see PureVPN's Chrome Extension (https/www.purevpn.com/chrome-vpn-extension.php) be the only extension that simultaneously offers ad blocking, malware protection, tracker blocking etc.