Because public goods are non-excludable it is difficult to charge people for benefitting once a product is made available. People who use the good/ service once it is provided and don't pay are known as free riders. Free riders have no incentive to reveal how much they are willing and able to pay for a public good. The Free Rider problem leads to under-provision of a good and thus causes market failure; the good is not provided at all by the private sector because they would be unable to supply it for a profit.