I definitely think this is a generational thing. Like you, I come from the land of "everything costs something" and treat free with suspicion, but also, we have been conditioning people to expect things to be free, and to bury and distract people from the real cost of those things for quite some time.

Two of the largest video content distribution platforms on the Internet, YouTube and Twitch. Free!* (just watch these ads). Store your data on the cloud with Dropbox, Google Drive, or OneDrive! Free!* (just let us harvest data about what you put in there) Hell, 25 years ago, you want to get on the internet? Use NetZero! Free!* (just look at these popups) And this pattern continues to be pervasive. And the real killer here is that we keep getting things for free*, so people that weren't around during the introduction of these tactics have grown accustom to it as if it's how things should be.

So, I agree, we really have a problem here in messaging and in using misleading psychology to bury dark patterns like the true cost of Free in services we use. We probably should be teaching more folks to beware of the true cost of things, that if it's free, you're the product, not the user, so on and so forth.