The free software that "rules the word" is not free in the same sense that f2p is free. It's not the price that has allowed open source software to be in its current position. f2p is free as in beer.
Indeed I meant free as in beer. Open source runs everything under the hood, but I wasn't refering to open source in this case. I'm talking about how the most profitable companies provide things for "free" because people don't understand the value of their time.