You can use your Canon camera as a webcam without having to pay for it. It even says so in the last image in the article! You plug it in via USB and you get a webcam. It's just that you can't use any feature other than reading the video feed. But you can get other software for that.
I guess "You can't use Canon's webcam software to adjust your video feed, or remote control the camera, or get 60fps video; that will be $5/month" would make a less catchy headline.