It is free to the extent that any photographer will give you a photpass card and take pictures at no charge.
Then whe you get home, you can buy the photos you want.
We usually buy the cd before we leave, to take advantage of the $50 off promo they have. This way we have all of the pcitures they took during our stay. The CD is a good deal for us becuase we usually get btw 200-300 pictures taken. This may sound crazy, but they add up quick.
Keep in mind the photographers will take pictures with your camera. This way everyone can be in those pictures. They are great, in most cases they will take as many pictures as you want.