I totally agree. Actually I think pretty much everyone agrees. It's just a bit tricky, because it is not what most people are use to in their daily lives.
I mean, in most cases people seek out the highest quality products at the lowest prices. Lower cost is basically always what people aim for, as long as the quality is high enough. But with FOSS and other free services, you get the product for free... so that's a win right? Zero cost. What are you paying for? It needs a totally different mindset. We need to think of ourselves as part of a community working together and sharing resources - not a bunch of independent people only making trades for our own self-interest. For that, I think transparency about what funding is needed and where it is going is very helpful.