I reiterate that it is a billion dollar business, so...our friends, associates, and others can deny all they want, but SOME of them are doing this as well.
I know I ain't spending a billion on this by myself.
Find a way to casually say the word 'Eccie' (or some variation of it...i.e. icky), or even Eros or any of the sites known for this...line of work, in front of one of your 'I don't pay for it' pals and see how they react.
[stealthily see how they react...don't stare them down or anything]