Free content in a MMOG? That is a false statement in my opinion. We pay a monthly fee (for the most part) for every single MMOG we play. That is why devs prepare that content for us, because we are paying a monthly fee. If we were not paying a monthly fee, you could forget about patches and updates all together. Even a system like LOTRO lifetime sub could not provide the money needed for patches and content.
Yes it looks free, but in the end, it is not. It is content we get because there is a fee attached to playing the game.