Another hidden "cost" is periodic or even constant in-line advertising or reminders that an upgrade is available. Our favorite program, HitFilm, never pushes an upgrade on you, but it makes you go through a social media and authorizing song and dance to download the product or switch computers. VideoPad (on the Mac) makes you verify at every launch that you are using the free version for noncommercial purposes.
The second big draw is communication. The app creates a unified inbox for comments on Facebook and Instagram and messages from Messenger, so that you don’t have to bounce between different apps in order to respond to people. The app doesn’t seem to cover every possible messaging vector inside of Facebook’s services, but it sounds like a handy start. <<