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.
edit: the fees will longterm lead 1:1 to Bitcoins security. the higher the gathered fees the higher the security of the network.
Without fees, no miners. So people will pay fees to keep their transactions getting on the blockchain and miners will select transactions which help pay for their business. This isn't rocket science.
The problem comes when someone comes along and interferes in this negotiation between customer and service provider and distorts the value proposition.