Discuss the trends and implications of the following graph, especially with respect to the official start of the EMU on January 1, 1999. 
Definitions:
Product Quality
The perceived value or characteristics of a product that meet or exceed the expectations of its users.
Franchise Fees
Payments made by franchisees to franchisors, typically in exchange for the right to use the franchisor's business model and branding.
Nonexcludable
describes a good or service that cannot be withheld from individuals who do not pay for it, characteristic of public goods.
Free Riders
Individuals who benefit from resources, goods, or services without paying for them, relying on others to bear the cost.
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