Ok, you are correct, technically, it's free. Sort of like when you go to the store and get a buy one get one free item. Yes, you're getting a free item but you are paying a premium to get that free item. Sometimes it makes sense (money-wise) and other times it doesn't.
What we're saying is, it's free in that there's not a line item you pay for it but you are paying for it in the price of the room/Photopass/whatever else you have to do to get it. And besides, so many people are unhappy with the food and the plan in general, it's seeming less and less free.