When I was in San Francisco, I visited Dandelion Chocolate. I ordered a hot chocolate and a tiramisu. To the right of the counter were the coffee and hot chocolate accompaniments. There was a container of homemade marshmallows, free for the taking. In every other place I have been, marshmallows are an additional charge, usually a substantial one in comparison to the cost of the drink. I added one to my chocolate beverage and let it happily melt into it. I would not have bothered to buy a marshmallow for my beverage, but because I could add it guilt-free, I did. I wonder what else could benefit from this idea of free?