Make it easy and risk free.
Well perhaps not risk free but reduced somewhat. Also by monetising, considerable value is created for your product or service.
Brands also reduce risk (wow university taught me something), and having a freebee from a big brand can be a great marketing strategy.
In the grand scheme of things perhaps you could go from
* having a free product and building a following
* before monetising and then
* releasing freebees as marketing strategy.
This, in my limited experience, will keep your value proposition at its maximum.
The flip side…
Organic results are free and are trusted more where, as free content can be dubious, plagued with spyware and porn. It all depends if people are willing to take the risk to save their money.