In short, they seem to want their cake and eat it too. The free software should be given with no strings attached such as the ability of the company to profile or track online activities.
This guy means something different by "free" software. But we can draw an optimistic conclusion. People realise they should have information products for free. And that's the way they are behaving.
Darwin - Online Feature - Internet Economics 101
The author doesn't mention the role of the real "Free Software" movement in helping forment this expectation. But clearly it's gaining mindshare. Ultimately it's this mass demand from educated users which will bring down IP.