I want to chime in here to clear up some ambiguity, but not without mentioning my institutional bias: I work for IGG.
iBank for iPad isn't a free app for a few reasons, but if the comparison is with Mint, we believe iBank offers a more robust feature set, including a more advanced interface, better investment tracking, superior budgeting, and a full set of capabilities for managing transactions (to split, reconcile, categorize, schedule, etc.) - among other tools. If those things are worth paying for, we hope people will be interested in the product.
As noted elsewhere in this thread, we don't sell customer info or account data, or market anything to users. So while the point of charging for automated downloads is to provide a valuable, convenient service, it also means we to get to run a business without selling out our users. Note that there is no requirement to subscribe to Direct Access at all; you can manually enter data into the app, and users of our desktop version of iBank can simply sync their account data to the iPad version.
There are lots of "free" services that people use daily, including Google, Facebook and Mint. But as someone said to me recently, if you don't pay for the product... you ARE the product. That's just a different business model, and one we consciously aimed to avoid.