Wireless network access (hotspot) business model flaw

I've found myself a couple of times recently wanting network access and wondering where there was a hotspot nearby.  Well, I drove to one place where there was a hotspot advertised and found another wireless network that was simply open and unsecured, so I used that instead.

Driving around a bit, it seems like there's wireless network access available almost everywhere.  It's amazing.  Basically people buy a wireless broadband router, plug it in and start using it.  Why wouldn't they?  It's advertised as being that simple.

It would be in iPass and Broadstreet's best interest to educate customers on securing their wireless LANs...