Hiya I would like to firstly state: Do not charge for these excellent tools.
I can not afford $20.00 and so this works.
COMODO Team let me know if I am incorrect in my guess here.
Offering these for free allows for a few things to take place, that paid for products would not or could not reasonably do as efficiently and effectively.
1 - Free Quality products reach more people.
2 - These alert possible buyers that your products are excellent (and that is just the free ones)
3 - These products also collect tons of constant onformation on the newest malware, phiishing and such being created every day.
4 - Just a note to people: None of the COMODO software collects any information that is able to ID who we as people are. (other than what we provide)
With the products on more people’s machines this means a much bigger Malware and Phishing net, as these things happen all known issues will be dealt with. New, and unexpected issues like new malware that just hit the online world… COMODO will have a much better chance at finding it, and reporting where it started from as in region of the globe, and get working on a fix to protect its many users. So imformation mostly will be something like MALWARE found Eastern USA at 10:10 am… As it spreads and the COMODO software spots it, it reports the general speed at which this problem is spreading.
All of this information is important for COMODO’s team and is pretty much priceless on the fight against malware and all…
So while yes it does take time, and costs money to write these awesome free products… Keep in mind that we users are in effect apart of a larger picture. We are the Eyes, and the Ears, and R&D for COMODO which would have to pay multi millions for a service that could not cover as much area as we do.
Do not think of COMODO taking advantage of anything, as they do provide what I feel are EXCELLENT products for the trade of the information we locate just by being online. I mean I call this a perfect case of WIN/WIN all parties involved win in this case.
We win with excellent protections that otherwise we could not afford and would require use of other FREE methods that may not work as well as COMODO.
COMDODO wins in having a constant end user input, and more or less Think Tank that is always online for work or play and 24/7 365 days a year never blinks, never sleeps, and is always alert to anything new and unexpected.
So really it all balances for both sides, and allows COMODO to make enough to profit from as so it can continue to allow for this free software. Otherwise they could not do this.
COMODO - I am very impressed with your products, and business model. All EXCELLENT!
And, Thank you for making this all available in trade for the little information that you need to keep on… Keeping on! 
Spinergy
PS: Again I only guess this is how it would be possible to make this free to end users like us. If I got it wrong let me know I will edit it.
But, it is a legit, and above board means of doing business, and one I fully support, when the end result are products this excellent.