It used to be the case that there was the normal, free as part of the package breakfast in the Innoventions restaurant, plus a character breakfast in California Grill across the way that you could updgrade to for a fee.
However, the crowds were so big for the normal breakfast, that if you turned up at the most popular times (about 8 - 9am) that you could have a thirty minute wait to get in, while the character breakfast was virtually empty.
So they decided to open BOTH restaurants up for normal "free" breakfasts and just have a character meet type thing in the lobby between the two.
If you want a full character breakfast, you have to pay for it and go to Walt's in the park or somewhere in Disney Village.
Or at least that's how I understood it.