The non-billable hour is back again with a great comment via PschoTactics on the true value of FREE. [here and here]

As a consultant in a product organization, I often see my services thrown in for free to close a deal. The clients who we then work with value our efforts less, and as a result, they do not invest adequate time, money or energy into the ideas and projects we are working on.

Free means that the service is Worth Less.