In the case of TurboTax, the fee’s are not what they are hiding. It has been reported that they are actually trying to hide their free option from people who search for their program.
They have a deal with the government to offer people who make under $34k a free option. However, due to a twist on marketing and promotions of their paid services, their free choice is as hidden as most fee’s would be.
The company does argue that they are not trying to hide their ‘free’ offering. However, as a TurboTax user myself, I am not sure I could agree.
Even I wind up using the paid options because of the ease they offer. It is actually a good marketing ploy. Only those dead set against paying a fee would bother peeling back the layers.
Does your business hide your free under layers of paid choices? How does it help your sales?