I wonder if Google could "solve" #1 by moving to more of an affiliate model. Like say Gmail went to a model where it cost $10/yr - but you could earn it for free for a year by performing various tasks - spending $100 on Amazon, book a hotel through Hotwire, whatever, stuff like that.

For the "desirable" 1st world citizen, that's still free - it's stuff they do anyway. Everyone else either pays the $10 or goes elsewhere. Win-Win-Lose