I've never understood the conspiratorial use of that slogan because it's unironically correct. Ownership is economically a cost and a risk and you're generally better off if you can utilize something without owning it or distribute ownership.

I'm much better off using free software than having copies of proprietary software on my shelf and the train is much cheaper than the car insurance.

It's not conspiratorial. It's an accurate and widely broadcasted business model by several companies. Why do you feel something that is present and real should be denigrated as conspiratorial?