Does the word free really work as a selling point anymore?

I say this firstly cus I'm going to a talk this week by Chris Anderson the editor-in-chief of Wired, who wrote the long tail and has a new book out called FREE

And also cus this Free Mp3 Monday thingy which is doing the rounds on Twitter, didn't get much love when I posted it last week and I'm wondering if it's because everyone expects mp3s and music online to be free, so it's no big deal? http://analogsuicide.squarespace.com/latest/2009/6/29/free-mp3-monday-week-two.html

Or am I just a thread killer?