If you’ve ever enjoyed a Sunday brunch buffet of free samples at Costco, it may be some consolation to know that at least some things are still free. But in this era of corporate belt-tightening and cost-cutting, many classic freebies are going away.

McDonald’s recently announced plans to eliminate the self-serve soda machines that have been a fixture in restaurants across the country. The company says it wants the customer experience to be consistent no matter where you order—and that includes soda. Translation: no more self-serve, and some franchises may now decide to charge for refills that used to be free.

McDonald’s tells KTLA that the decision to charge for refills is at the “discretion of individual restaurant franchisees.” Estimates suggest McDonald’s makes more than a billion dollars a year just on beverages.

Taco Bell recently launched its very popular Cantina Chicken menu, and fans of the Bell were quick to point out that while other sauces are free, the Avocado Verde Salsa to go with the Cantina Chicken isn’t and will cost 20 cents a packet.

Don’t worry; Olive Garden still promises never-ending soup or salad and breadsticks for free…  with an asterisk… you can order an adult entree and order an in-restaurant only.  In fact, Olive Garden doubled down, telling KTLA that customers “will absolutely continue to get unlimited breadsticks and never-ending soup or salad for free with any entree they order. It’s what we’ve offered our guests since day one – and will continue to offer them!”

By the way, we asked, and Olive Garden serves 744 million breadsticks a year.

Breadsticks aside, it’s not just restaurants that cutting back on freebies.

In Las Vegas, the one thing you used to count on was free parking (save money before you lose money). Now, that is slowly being phased out. The Venetian, Stratosphere, Palazzo, Mandalay Bay, and other casino resorts all charge you to park today. In fact, self-parking garages are now charging up to $20 dollars a day or more for you to park while you play.

Vegas.com breaks down the precious few places where you can still gamble on finding free parking spaces.

Air. You can still breathe it for free, but if you need to fill up your tires at a gas station, it’s going to cost you. But you should know that in some states, including California, it’s actually illegal for stations to charge you for air or water, and they must provide them for free to customers who’ve purchased fuel.

So why is this nickel-and-diming of customers happening?

According to KTLA consumer expert David Lazarus, it’s simply about the bottom line.

“We’re witnessing a widespread rethinking of how businesses relate to customers,” Lazarus says. “For decades, we’ve watched once-free perks such as airline amenities either disappear or take on fees. Now, we’re seeing more and more companies scramble to reduce overhead amid rising costs. More often than not, that means charging for services that were once gratis.”

And if you do still get something for free, expect a catch.

Those freebie items on your birthday, where you (me) start the day at Starbucks for your free coffee, then go to Denny’s for your free Grand Slam, and then get your free car wash, and then go get a free scoop of ice cream at Baskin-Robbins, often come with a catch.  Many places are now requiring that you join their club or rewards program.

Penny Hoarder recently provided this list of 116 places to get birthday freebies.

Back to Costco. You can still get a mile-long hot dog and a drink for $1.50, and those sodas come with free refills. However, the free sample system inside may be changing.

Costco shoppers have been posting pictures of the new free sample kiosks taking the place of employees with the little toasters and tiny sample cups.  Changing times.

Where does the customer service industry go next? 

Lazarus offers this perspective.

“Many of these businesses – such as the casinos that now charge for parking and fast-food outlets charging for soda refills – are failing to recognize the long-established value of loss leaders,” he says. “That is, businesses will take a haircut on select items in return for attracting customers with deals and figuring those customers will spend more in the long run.”

“Consumers remember who treated them well during difficult times and who did not. That lesson, unfortunately, appears to be lost on many of today’s managers.”