I'd interpret it as being free to use for individual teachers, but if the school integrates it into their standard curriculum, then they've gotta pay.
I also feel that if they allowed and encouraged educational establishments to use them for free. They would create more potential customers who in their lifetime, would go a see them at the museum. So for a Museum, it would tick the PR, tourism, and visitors count boxes nicely. With that, I'm going to email them, though will craft the idea out more, any input welcome.