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ChatGPT was able to point me to a half-remembered 2008 Wired feature article "Free! Why $0.00 Is the Future of Business. (ironically enough I think that's a pay-walled link, but I am a long time subscriber to the magazine, grew up with it and the internet)

Now, I have little respect for what Elon Musk did to Twitter: Twitter was invaluable as THE breaking news source, the place to follow individual subject matter experts, a fun place to try and go viral with the perfect bon mot, and a way for ordinary folk to talk back at companies out in the open, where the company's reputation was a bit at stake. X is barely any of those things, and has tacked from medium left to hard right in a lot of ways.

But - I think Elon Musk right, that the way "free always wins" (free as in beer, not as in speech) has really hurt our society. I'm not surprised: no one in their right mind feels comfortable with a meter running. It's nice to dream of an Internet where promoting endless binging wasn't the norm and where the ad folks had less sway, but I don't see anyway we get to that from where we started, and I think Wired laid that out clearly 15 years ago.

(I do like Stewart Brand's line: "Information Wants To Be Free. Information also wants to be expensive. ...That tension will not go away.")