Some people like the ease of a simple, paid AV. It's often easier than doing all of the research on different AVs, including the free ones, especially when they may give good points and bad points on things they don't understand. And when a specific ISP, like Hughesnet, offers a specific AV, using that AV gives the customer peace of mind.
I, personally, have had enough of the free AVs, with the exception of Malwarebytes. For me, AVG ate too many system resources, Avast use too much bandwidth, and both Comodo and Avira didn't cut it, with Avira being too much of a pain. Avast was my favorite, and is often the highest rated free AV, but again, it simply used too much bandwidth.
Ryzen 5 3400G | MSI B450M Pro-M2 MAX | 16GB Corsair Vengeance DDR4 3000 | XPG SX8200 Pro 512GB NVMe | Windows 10 Pro