Ah, but it is free. Disney makes GOBS AND GOBS of money off of DME. DME pays for itself. They don't need to make a separate hidden charge for it. Disney is very clever. If every family who uses DME eats just one additional table-service meal than they would have had they used a car service or rental car, then Disney makes money on DME. Let me explain ....
People who use a car service have about $120 less to spend on Disney property because they used that money to pay for the car service. For people on a
budget, they will feel more free to spend that money at WDW because they don't need to spend it on transportation.
People who use a car service often take advantage of thr grocery stop option. People using DME don;t have this option. Since most Disney guests are not savvy like most DIS users are, they don't know about grocery delivery services. Therefore, they either eat more meals at Disney food outlets, or they buy more groceries at the resort shops. Either way, Disney gets more of their guests' food money.
People who rent cars have less $$$ to spend at WDW (just like car service users). They can stop for groceries on their way to WDW, so Disney loses out on part of their food spending. But the big money-maker for Disney in luring car renters to DME is that car renters can easily leave WDW grounds and buy meals, souvenirs, and other entertainment off-property. If you have no rental car, and Disney has this neat intra-property transportation system, then you really can't spend any money that does not go to Disney.
On top of all that, the idea of DME probably sways some people to stay at a WDW resort rather than stay off-site ("wow, we don;t have to pay for a rental car or a Mears shuttle -- let's stay at a Disney resort instead!").
Disney makes a lot of money by offering DME. They don't need to charge us for it.
Also, not to drone on much longer, but when I made my resort ressies for my May 2005 trip in October of 2004, DME hadn't been announced yet. I got quotes for 3 different weeks, one of which was for before May 5, 2005, the launch date of DME. ALL 3 weeks cost exactly the same. Two of them would have included DME, and one didn't. ALSO, Disney didn't raise their rates until 2006, many months after DME started. From what I understand, they raise their rates every year, so it's not like you can point to a 2006 increase and say it was because of DME.