https://www.irs.gov/about-irs/strategic-plan/direct-file
Not to be confused with IRS Free File
Not to be confused with IRS Free File
In all seriousness though, Free File pretty much does what it says on the tin (allows low-income taxpayers to file for free); it has existed since 2003; and it has been pretty successful all things considered (Intuit and H&R Block's best efforts notwithstanding). I think it's a reasonable name.
I found the Free File thing but it didn't quite sound like what you were talking about :)