

Some people might think it’s nonsense to pay more to reach some group than it gives directly, but there might be a degree of diffusion such that it’s not.
Suppose, that computer-savvy woman is the source of advice for her many friends after trying some things out or whatever.
Suppose, that professional man uses occasionally a free tool for their task, that seems to be “first page in Google”, but is in fact the most familiar from 8 things listed on that first page.
Then they use it again or their coworkers or friends know that the tool exists. Then eventually they might buy it.
It’s all probabilities, but those that spread.
Why did I even write this, it’s obvious.

Sorry, but Java applets, for example, were not established technology and plenty of people were saying things like “it’s impractical, with personal computers and existing communications it’s too slow to fetch those and run them, and the JVM is slow, and the benefit of cross-platform compatibility etc is something too abstract for this day when some people still write practical programs in assembly languages” and so on.
Okay, the comparison here is that for playing a tune on a webpage putting in a Java applet was probably a bad idea in year 1997, suppose that tune was practical to download and play, eh.
But then a few years later it became commonplace to have (not Java applets, but Flash applets and JS, but same idea) such things, until everyone got tired of something blasting once they visit a webpage and people stopped doing that to reduce the risk of having their legs broken IRL.
Now most webpages are dynamic.