When someone doesn't see the value in the stuff you offer them, decides to the cheap path, and ends up in a trainwreck.
A prominent new data/center hosting service decided to take the freeware path for a security solution. Last week they had a website of a online IT news site hacked/defaced, this morning they've over 300 significant '.nz' hosted sites defaced. Muahahahahahhahahaha (no it wasn't me).
I'd spent a lot of time with them going over solutions we sell, showing how they worked, functionality, live sites etc. In the end they went with a Linux based security product cos it was free.