I don't know. I'm not a heavy user (I am in bursts, but not on average), and I'm happy to pay for PS+. I like the "free" games, it's introduced me to stuff I had never considered before that I really enjoyed. No, I don't think you need to be a heavy gamer to appreciate PS+.
Agreed. It pays for itself immediately. Anyone with a PS3, PS4, and/or Vita that doesn't have PS+ is objectively Doing It Wrong. Anyone who is such a non-gamer that there isn't a single game on PS+ that they might conceivably enjoy is such a non-gamer that their big mistake was buying a game console to begin with, not the fact that they did or did not get PS+. Seriously, it is that good of a deal.
Finally, anyone with a modern or semi-modern Sony console that refuses to pay for PS+ based on "the principle of the thing" needs to revisit their life choices and find vastly better principles to fight for (trust me, there is a limitless supply). Again, it's that good of a deal, and FFS it's only $50 people.