The world's income per capita is around $10000 a year. In South Europe is 25k€/year. In Northern Europe, 55k€/year. In the United States, $80k/year.
120 dollars per year is 0.5 percent of the income of the average citizen living in the (relatively) poorer part of developed world. That means that are plenty of people who can afford it, and it's not just the top of the top.
TANSTAAFL. If people refuse to understand this very basic principle and if we don't collectively start putting our own resources on the line to invest in ethical alternatives, we will never be able to have a sustainable alternative that is not dependent on Venture Capitalists. Everything wrong with Surveillance Capitalism can be traced back to the point where people started expecting to get things for free when they should be asking themselves "What is the catch?".