It's not about making it 'free' in the sense of money. The term free often infers money, but in this regards its more about the philosophy of freedom itself, not cost of product.

We as consumers should not be held back from using hardware the way that we intend to use it. Nvidia does not have any right to hinder us from using what we purchased how we see fit. (Provided that we are not infringing upon copyrights and/or I.P.)