Are you aware that .99 a month is not free? OP said "free" not relatively inexpensive. But reality is, when you consider everything Apple wants users to use iCloud for that was once the domain of roomy hard drives 20GB is really a pittance.
Here is how it should work (similar to how BMW offers free regular maintenance, in addition to warranty, for 4 years):
Buy a Mac - get 20GB free storage for 4 years for each one
Buy an iOS device - get 50% the hard storage on your device for 2 years; i.e., 16GB iPhone gets 8GB, 32GB gets 16GB, etc., etc.
Let's understand one thing: iCloud is meant to serve Apple's interests and products. It's not even a free standing program. It's purpose is to keep people as tied to Apple as possible so it's in Apple's interest to encourage users to actually want to use it.
The cost is baked into the price and gives all users a reasonable amount of starter storage. 5GB is useless and I'm just not interested in another monthly fee. To paraphrase Sen. Everett Dirksen, $120 on cloud storage here, $120 on music service there and pretty soon all those $120 annual fees starts to add up to real money. And lets not forget it's all rented space unlike a personal hard drive and owned music.