That's so true, mate. I'm starting a small production company myself and I never bring someone to help me without getting paid, unless the work itself is not paid to begin with. Overall, I'd rather be a one-man crew than feeling the guilt of bringing someone to work with me for free, unless he/she is looking at it as a learning process.
Last time asked a 5-star hotel to pay for sponsorship, but they said we don't pay at all we only provide free stay and you can use all services here. My answer was very simple: I'm not stupid to give you near-free ad for your hotel in my documentary film that I'm working on. Now I don't need sponsors as another company paid for the lens that I was urgently needing and would put its name in sport video, so I kept the documentary clean from sponsorship = higher selling price for channels.
Being strict while still a beginner company is now potentially bringing me an ad with a pricetag beyond my expectations. It's all about when and why you work/do things for free.
Sorry for the long post as you really brought out a situation I'm going through. Warm regards.