Is free worth it?

Just read some interesting copy here http://tinyurl.com/cbbcxs. A personality test website that doesn't seem to have changed since 1998. I got there from Penelope Trunk's latest post (http://preview.tinyurl.com/dfeuoa).

Is "free" worth the lack of privacy that we now have on Facebook, MySpace et al?

They didn't think so in 1998 but would all these amazing platforms be as big as they are if they cost $5. I think not. We all like free but as they say on the personality page website "Everything has a cost. The next time you get something for nothing, watch your back carefully so that you can see that cost when it sneaks up on you." ... and bites you on the butt.

What do you think?