I don't see why they wouldn't remain free of charge, it's one of the top (or even the main) reasons they stand out and remain popular. For basic scanning and removal of course. I'm sure they will continue to push for paid support and advanced features. It's a fairly successful business model if the software is good.
Honestly I have thought about it, but the reality is that they don't even need to. They have a hard enough time keeping up with the legitimate threats being released everyday. Not to mention the new things such as the cryptolocker types. Seems like a nightmare of a job really.
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