Xbox Live Gold has always been seen as a money grab and when Sony went free multiplayer with the PS3 it was even more evident. However Sony then brought out PS Plus which gave you free games every month and exclusive discounts and sales which made paying for a service not seem like such a bum rap. However, with the difficulty in working with the PS3 and the multi-plat titles always seeming to perform better on the Xbox 360, it did little to stop Xbox Live Gold grabbing millions more subscribers.
But with Sony dropping the free games still and Microsoft just taking the money for what was a lot of p2p connection based games people started speaking out, they didn't stop joining or renewing though, and eventually MS started dishing out the free games too and jumping on better 'Gold' flash and seasonal sales. Sony see this and bring multiplayer into its paid service, and how can you blame them, when MS showed people will keep paying; XBL I believe is like $2bn a year for MS.
Nowadays paying for these doesn't seem too bad because of the free games you get every month and also the pretty good discounts and sales. On Xbox One it's actually more accepting with the amount of games that use dedicated servers or the MS Azure platform. PC players though are a totally different species, they are so used to not paying for multiplayer with a typical game that if it was tried (again) they will bail so fast, so MS needs to offer something really enticing to get them on board. What that could be I have no idea. I'm sure in time though they will get there, whether it will take the time it took to get Gold as something verging on desirable rather than a necessary expense, remains to be seen.