I know people who won't subscribe to a service, but go through great pains to get the thing the service offers (another brand, similar yet inferior service, etc.).
For example, if an application I use has ads (i.e. a game), and it needs a subscription to remove these ads, I'll simply won't install it, or get the paid version of it from the start. For me, playing a game with no end and paying monthly to "hide" advertisements doesn't worth it.
* You propose I buy your ¤4 overhyped toothbrush. If I spend 10 minutes digging around, I could find a sub-¤1 toothbrush. Effectively I'm doing 10 minutes of work at less than minimum wage in order to avoid owning the premium toothbrush. Do I do this? I might! The reason is that I want no part in your hype.
* You offer me a loyalty scheme that will genuinely save me money if I participate. I only have to pay attention to your offers and routinely identify myself and I might get 10% savings, all the time. I decline this because you don't get to use my brain cycles for your profit, even if I profit too.
* You offer me a free thing that happens to track me and funnels data to data brokers. I decline it even though it does me no actual harm at all, because I don't want you to make money from personal facts about me, even when the facts are robotically aggregated and anonymised. Ethics are at stake: ethically speaking, you can just piss off. That is worth more than a free gadget, and it's not even an equation.