When something is free, it has no value and people treat it as such. When I worked at a great hospital in Boston, we used to offer free printing to everyone in our small division -- 1000 people were generating printing costs of $100,000 per year.
we put a program in place so that when people sent a job to the
printer, they had to go to the printer to release the job with their
username/password (this was also important for HIPPA reasons -- can't
leave patient records on the printer tray). This allowed us to see how
much people were printing.
one year we had some pretty good stats on how much everyone printed, so
we told people that we were going to start charging $0.01 per page for
back and white prints and $0.07 for color. We also gave everyone an
"allowance" of $50 a year, and we displayed their balance on the screen
when they released their print jobs.
printing dropped by 75%. It wasn't that anyone was deprived -- no one
ended up having to pay us for more printing -- but because we assigned a
value to something that was previously free -- people treated it like a