Creating really useful and accurate content takes a lot of  time and money.  If the content creators don’t make much money, they will not be able to continue for a long time.

http://www.webpronews.com/topnews/2009/11/24/is-the-murdock-bing-deal-really-just-about-the-wall-street-journal

If  one party is at an unfair advantage,  the other party will search and move away as soon as they find a better deal.