This might very well be true in the current environment where there are only some isolated cases where people give stuff away for free.
But things might very well be different if it becomes the default mode for everyone. If you give something away for free now, while your 10 competitors are not doing it, you will draw a lot of people simply because consumption is easier by comparison. If your 10 competitors also started giving away everything for free that advantage would be gone.
Of course, there might still be a net benefit, but the evidence we have should be taken with a grain of salt.
But things might very well be different if it becomes the default mode for everyone. If you give something away for free now, while your 10 competitors are not doing it, you will draw a lot of people simply because consumption is easier by comparison. If your 10 competitors also started giving away everything for free that advantage would be gone.
Of course, there might still be a net benefit, but the evidence we have should be taken with a grain of salt.