That's absolutely true, in my opinion. Roughly, Google makes all its money from Advertising. They don't need to sell software. Everyone use Google as search engine, so any company needs to advertise on Google (pay to Google). Google want it all free, except what makes money for them. They will never let you advertise on Google for free, uh? DuckDuckGo forever!
The problem of the "non-pay culture"... In the 90s you had to pay 25 cents to play an arcade game in hard mode during some minutes. And now people complain about paying $0.99 for complete games. Sad, too sad.
And on the other hand, most iOS "game" developers treat users as if they were stupid, and that attitude is feeding the non-pay culture. Developers think about how to make money first, instead of thinking about a solid game project. Freemium, premium, IAPs? Thinking about that shit seems like the wrong way to go, in my opinion. See Badland as a recent case of success. You can like the game, or not, but it's a serious and solid game proposal that customers are willing to pay for.
To me, using the freemium model with a good polished game you have worked on for almost a year is like having no respect for it. That's why I admire cases like Badland, Sword and Sorcery, etc. Even if they're not my type of game. They seem like real game developers to me, their project seem like real games and they sell them like real games. Fixed price, full game.