Everybody thinks that the particular service they want is too expensive. I'd be interested in some hard facts if anybody has more than a gut feeling abojut what is "too expensive" More likely it's simply making the people who use the service pay for it rather than having it subsidized by all.
UM service is well worth the cost when things go sideways. In IROPS, DL will pay two employees to spend the night with the UM and pick up the tab for the hotels + food. That's because a UM can't stay alone and one employee is asking for trouble. Those employees presumably are paid OT and the people who replace them earn some premium too.
The alternative of charging say $50 and then in IROPS requiring $1,000 or more seems to me to be what people don't want. But, I guess reading this thread, I may be wrong.