For me it is free. Nothing is free.
For instance I bought yes that's right bought a Tesco sim yesterday for €15 but I only actually paid €15 for credit so according to them the sim was free but it was not as I paid for it by buying the credit. If it was free I would not have had to buy credit either and just pick the sim up but if I did not want credit and still wanted the sim it would have cost €15 so it's not free.