It was a promotion to get people into the resorts during the slow time of Aug/Sept. The promotion ended a couple weeks though. You did get your meals for free(1 counter service meal, table service meal and snack per day per guest).
The last 2 years and again this year - WDW has offered an incredible special in the Fall which offers you the Disney Dining Plan for FREE when you buy a room and a park ticket. It is an AWESOME deal and I, personally, have never saved as much money going to WDW.
The Disney Dining Plan gives you one Counter Service, one Table Service and one snack per night per person in your party. It may not sound like a ton of food - but you get appetizers and desserts for almost every meal.
You should watch for it next year if you're thinking of planning a trip!