Data collection is a big thing that can earn a company millions by monitoring what their customers do and selling the information to the highest bidder.
Windows 10 upgrades were given out for free because they invade the customer's privacy.
As time goes on operating systems, web services, and software will become free due to adware and spyware invading your privacy.
Free as in no money cost, but not free as in freedom. We need more free as in freedom operating systems, web services, and software.