My guess is because they're literally giving it away like an airdropped sign-on bonus, and they're doing pretty well at marketing that fact. The way I understand it, they're trying to saturate it so that people simply have it. If they don't have it, they won't use it. And if they have to pay for it before they get it, they likely won't do it at all and it'll just fall into the realm of other shitty alts.