It is the [use cost] that need to be increased!
Said no successful business in a competitive market anywhere.
Longterm Bitcoin has to gather enough fees to survive, without fees no miners.
Or in your business language: We can give away our product for free, said no successful business ever.
by long term you mean a couple of years from now ? or when the block reward is almost zero ? we have to define what is long term first then we can discuss what is right.