I think the issue here is that its the wrong question. It isn't "whats the problem?", but "whats the alternative?"
If you want to be the customer, you have to pay for the product.
(As an aside, I think McAfee might be overestimating people's intelligence. I've seen too many rumours being circulated about Facebook starting to charge users, or studies about consumers not understanding how Search advertising works – and if you don't understand Search advertising, then you don't understand Google's business at all.)