Zules, I am seriously considering writing, actually have it half written, a story on using "FREE TOOLS" in developing one's SEO strategy. The big names I've found all do this: Neil Patel's Ubersuggest, Ahrefs, SEOStack Keywords. And then there are the WordPress plugins: Yoast, All in One SEO, MonsterInsights. They are NOT scams in the way you identify in your piece, but they all promise "free tools," but to get to much needed knowledge that's worth a damn, that'll be $49, $99, $199, Just Take My Wallet, This is incredibly frustrating to someone genuinely trying to establish some solid Niche Keywords. And then there are the two gals at Oribi.