Will iTunes Match ever be free?

Why does Apple charge $24.99 for iTunes Match, a service that other competitors offer for free to entice other people to their platform? Google and Amazon provide this functionality for free.

If iTunes Match was free with an iTunes account, it would benefit existing customers (through saving them $25 a year), entice new customers and therefore become an advantage to Apple, create greater competition, encourage more purchases on the iTunes Store, etc.

So, why haven't they made it free? And, do you think the price may change in the near future, say at WWDC with the introduction of iOS 8?