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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Does Free Really Mean Free?

By Greenfield/Belser
November 21, 2014
Does Free Really Mean Free?

Growing up, we were told that nothing in life is free. Even things that appear to come “free” are met with some sort of disclaimer—30-day free trial (fine print: after which your credit card will be charged $29.99 a month unless you remember to cancel your membership). Free (with a purchase of something of equal or lesser value). We jump at the opportunity for something, anything that seems to come completely free without any strings attached because these chances are so rarely given to us. Yesterday, I was walking home from work and a man standing outside a bakery was handing out free doughnuts. The doughnut wasn’t even a flavor I liked; but did I take one? Of course I did! It was FREE.

Each week, Greenfield/Belser releases an App of the Week that we think is beneficial to our clients. We try to choose apps that are free because, again, who doesn’t love free stuff, but also, because there are so many apps that essentially do the same thing as a hundred other ones. Why waste your money on something you could get without the cost? A useful, free app was something you could always count on to be just that—free. But not anymore. The other day, TechCrunch, a technology website, ran an article which reported that in a huge marketing move, Apple changed the wording on their iTunes App Store page download button from “free” to “get.” The change reportedly comes from arguments stating that wording the app as free is misleading to consumers because it doesn’t acknowledge other costs that may be involved by downloading the app. This just goes to reiterate the point that few things in life are free—even when labeled and advertised as such.