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Or maybe the commercial misuse of the word free should be challenged?

Generally “included (in the price)”, complimentary (costless but usually limited) or another word better fits the situation. But everyday language around this has gotten very imprecise.

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I'm not a native speaker, but is it realy misuse? I frequently see "free of charge", but that's too long for conversational speech. Costless looks like a perfect match, (re-)borrowing from Germanic roots.

gratis

Yes. That one is coming from the other direction (Latin).

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