I don't think he means free as in freedom.
Windows 10 is ""free"" (gratuit) to most users, and definitely part of the problem.
Don't call people "shill" without substantiation.
I don't think his argument finds problems with the fact that some software is free. Having a large user base means you have the ability and the responsibility to make an impact an a very large number of people. He speaks to both the user and developer that mediocre de facto applications with large user bases should not lead to complacency nor its acceptance.
Anyone against free and/or open-source is an obvious shill or just plain greedy.