Is passing those costs on to unaware non-users better than directly chargin
Yes.
Just like I don't want coin-operated restroom facilities or extra charges for napkins and ketchup packets. These services become a differentiating feature of the business that fits cleanly into the marketing or advertising budget if not included as part of facilities costs. As a consumer, if you find the higher product prices at Starbucks unappealing, then by all means go to Joe's Coffee Shop. So what? I'll tell you a secret: Some businesses overcharge you for products and DON'T give you free WiFi....