I doubt that he is going for wordplay. Rather, he is trying to convey that it's not the price he is talking about when he says "free", but "freedom". And it's a

I doubt that he is going for wordplay. Rather, he is trying to convey that it's not the price he is talking about when he says "free", but "freedom". And it's a simple example that makes the distinction and sticks. Maybe he should've called it "Freedom Software"?