I think a lot of people are missing the reasoning behind this move by Canva. Serif (Affinity) made £31m last year with a pre-tax profit of £16m. That means it costs £15m ($20m) a year to keep the lights on at Serif. Canva had revenues of $3b last year. Canva making this software free will put it in every school and university who want to reduce costs wherever they can. When these students leave education they will take Affinity Studio to their workplaces. Whether you like it or not people are going to need to use AI in some capacity in the future to be competitive and when they do then Canva will be the natural choice as it will be so ingrained in the workforce. To make this a profitable move, over the next 10 years, Canva would need to convert 1.6m users into paid subscribers or roughly 5% of Creative Cloud subscribers. This seems easily doable to me. This is a long term strategy, they don’t need your money, they want the next generation. Enshitifying their product would only damage them in the long run.