By making it actually readily available, instantly, in a usable interface, close enough to free as customer doesn't care the cost.
For decades, I've seen endless such "but it's free/easy/instant" things be anything but, insofar as it takes resources (time, fiddling, knowledge, skill, tools, etc) costing on par with paid versions, isn't easy for >90% of the population, and falls down often enough that it's hardly 'instant'.
$99 + $8/mo works a whole lot better than most any "free/easy/instant" solution I've seen. Sure, you may be one of the fringe consumers who can handle such solutions, but most people can't. There's always some part which is so dull/annoying/unsatisfying, but must be done right to achieve persistent widespread acceptance, that you'll have to pay (and recoup) someone to do.
