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They list for free, but they still need to spend money to hire market makers to create liquidity for their tokens. Either way, listing on such major exchanges will undoubtedly require a lot of money.
I think it would be better if it were worth spending money on promoting the antivirus. This can create natural liquidity of market buyers. But does the team need this in accordance with their goals?
It is necessary to create demand in tokens, because many people prefer to buy antivirus (or other products) to fiat.