From the first page:

"a tourist .. is reviewing a menu .. in italian .. paid a quarter for the translation"

Why would anyone pay money for the services which are widely available for free? You can get weather for free, and translation, and many billboards are free too (you just need to supply your own paper + pen). I can see the advantage for the place owners -- they get the money -- but why would users choose a paid version when there is a free one?