Why is the barcode scanner behind premium?

Returning to myfitnesspal after 2 years of living my best live. Sad to see that I'm welcomed by a bigger paywall instead of innovation.
There are so many calorie trackers out there coming up with new features, like foodvisor with useful lessons and a fun interface. Sadly, myfitnesspal seems stuck in the past. I understand that apps have to make money, and I'm glad I'm not bombarded by un-skippable ads here. But I'm not a fan of having less than what I used to in the same app.
I also want to point out that premium isn't even accessible to most countries. When I had mfp set to my home country, the premium purchase didn't work.
For the record, I'm choosing myfitnesspal for the extensive food database and the web + mobile interface. I haven't seen that replicated yet, but I welcome alternative suggestions.
Replies
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Totally agree Wilelm, it seems like this is a sad reality for all apps. Garmin has now gone the subscription route as well. I do subscribe to myfitnesspal premium, because of, not only the barcode capability, but also the enhanced reporting capability, and also agree that myfitnesspal's food database is one of the best out there.
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