I'm willing to pay for housing in New York. I'm not willing to pay for housing in Antarctica. The reasons being (1) I already have an apartment in New York and do not need another one and (2) I don't want to live in Antarctica.
Reread your post with your evil PM hat on. You just said "I'm willing to pay for housing". That's all they hear.
Seriously, once you've crossed the threshold to pay for something, they think that they can somehow manipulate you (advertising) or convince you (features) to pay them for it too. And honestly, if they do it with features, I'm willing to be convinced.
