money isn't the most important driver in decisions. Making something previously free paid is a much bigger drive than tripling the price. Why? it's the fact that you actively have to decide to do something and execute on it. If you made it so that in order to keep a social media account you had to submit a form each week to the local social media office, hardly anyone would have one. Even (especially) if you could submit a reimbursement form to have any costs associated with filling and posting the form returned.