It’s an unfortunate quirk of the English language that free as freedom and free as in beer are very different meanings of free. But when you see an ad headlined “Apple vs. The Free Internet”, most people would assume they’re about to hear an argument about free as in freedom.
Not Facebook. They’re arguing about free as in beer.
I love reading Daring Fireball for pieces like this, where Gruber takes offense at the misuse of language and punctuation. This is peak Fireball.