StrypeyIf a Bad Actor gets ransomware into my computer, how much I'll pay to get my files back (or stop them going public) is limited by how much money I have (ability to pay), and further by how important those files are to me (incentive to pay). Datafarming has built ransomware into our computing by convincing us to do it on their computers instead of ours. Even once people understand the problem, how much they will pay for ethical replacements is still limited by ability to pay and incentive to pay.
Pricing for ethical services is further complicated by the fact they're often competing with a cash price of $0. So while they need to keep prices within people's ability to pay, if services set prices too low, they risk making prospective users sceptical about their financial sustainability, competence, or honesty. Also, as Clay Shirky pointed out back in 2000, every transactions has a minimum mental decision-making cost, regardless of how low the cash cost gets:
https://web.archive.org/web/20180222082156/http://www.openp2p.com/pub/a/p2p/2000/12/19/micropayments.html