It requires a mindset change. To loosely borrow from JFK, the entitlement generation thinks they are doing the website a favor by coming, and that more should be free. In reality, the website is doing them a favor by giving out an incredible product for free.
Umm, I won't take sthe OP's side but let us make it clear that nobody is doing anybody favors here. On one side Chess.com offers a nice venue to play chess for free with almost no restrictions. On the other side, free members build up traffic volume which helps to increase ad revenues and to support the claim that this is the #1 site to play chess. To think that they are just "giving out" their product would be an insult to Eric-the-businessman.
"Haha. You guys should go cry more, Fanbois. They are in it for money, they are not your friend."
Careful now, you're starting to sound like a guy who lost his last 10 games and just wants to take it out on something.