Where does CIS differ from paid competition?

What i not really understand:

Why should i pay for other security suites, when i can get it for free?
What make other manufacturer different in their products?
For what i pay exactly in comparison to comodo?

For example, before i found comodo i was using Kaspersky products for long time.
CIS is (or was) very similar to KIS (Kaspersky Internet Security), same functions and options.
Im missing nothing that i could configure in KIS, instead I have now more options, and other advantages.

I hope you are of the same opinion thats comodo is not “the one and only, all the time”.
So what the reason to pay an other product? What there maybe better or have more?

And please lets not philosophize about practice personal views, i just want to know facts.