Why are some paid API?

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Wanted to try face api from Microsoft, as I understand that there is a necessary API key, for this you just need to register. Next, I gave the API key and wrote it as if the trial (for a week only). Further, I understand that you have to pay.
Actually the question of why some services, such as VC, sometimes not asking for API key (to retrieve some data), but many, even in this situation, please, and another question, why pay?
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It's pretty simple: money.
But rather the model through which the company plans (or already makes) money.

The VC for free since this social network, like many, earn on advertising. She (they?) it is important that you use the API, has used the service remained with them, and then you exact is will see ;-)

From the point of view of Microsoft, they have implemented a cool service, for you will run their servers and software, written by them, using their ideas, work and patents and blah-blah-blah... Why not take money for it? I mean - this is their model of earnings.

The third may be somewhere in between: if it's free, with ads, for example. I hope you get the idea.
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DIY - questions)
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