This is an interesting point. If the alternative to charging for a free service is to cancel it, which should one do? This of course is usually a false dichotomy. An alternative is to set it free for an exchange of goodwill and perceived loss of potential monetary value. But hey, that's what a true friendship and family entails. Professional dishonesty is pernicious. Hand back your PR degrees, people, if you want to make the world a better place.