Another way is how they have two "free" sites: One called "IRS Free File Program by Turbotax" and one called "Turbotax Free Edition". The free file version of Turbotax is only accessible from the IRS free file webpage (they block it from search engine results) and has a limit on annual income, but (as far as I know, I file on paper) it does not have as many upsells as "Turbotax Free Edition", which has a different (higher) annual income limit and gets advertised like crazy by Turbotax. This obviously creates customer confusion and people get tricked into using the wrong version.