People are social creatures. They follow peer pressure. If you want to make the world better, one of the ways is to spend the effort to be better, to work on being kind with other people.
I had two different work friends, years ago. Both of them had low to mid grade homophobia. They'd say things. But after a couple years of me working on them, they stopped.
Was it worth it? Maybe. It was harder than just writing them off, but I like to think as a result of my spending the time with them, they hurt people less.
It seems like their calculations always return high prices. I can't think of any service that has had the price drop significantly.