Ask HN: Why are people claiming IRS FreeFile is equivalent to TurboTax?

With tax season starting, the war between IRS Free File and TurboTax has started. Again.

I just signed up for both, and TurboTax is a comprehensive interview system and FreeFile is ... digital versions of existing forms! The instruction page for FreeFile looks like a 100 item todo list: https://www.irs.gov/e-file-providers/line-by-line-instructions-free-file-fillable-forms#F1040 ... Whereas TurboTax follows a question tree to find relevant deductions.

While I agree TurboTax is focused on scaring you into upgrading (every few clicks it is offering a new upgrade), I find the two services radically different. Why are they being phrased as equivalent?