I think a key part is that investment in a language goes both directions between programmer and language author. When someone learns a language, they are spending a lot of time and effort to load that language into their head and build expertise in it. That effort amortizes out over the amount of useful software they are able to write in that language in return. When the language is paid and where users have no control over the cost, they can end up in a situation where they are unable to extract value from what they've already learned if the language gets too expensive.
It's sort of like asking users to turn a corner of their brain into farmland but then giving the compiler authors the key to the padlock on the fence. Users don't want to give financial control over a part of their own headspace to someone else.
Free programming languages ensure that the user can always have access to the value of their own expertise in the language.