Freeconomics - The power of free?

Wired magazine editor-in-chief Chris Anderson's "freeconomics" seems paradoxically plausible until you look into his arguments/examples as explained in this Financial Post article. On the surface, it seemed like some thought experiments gone bad to me. There are some interesting examples in the article but then the generalization just seemed to be off a bit. After all, "ostensibly free" is not quite free. Worth a read.