You’re conflating a license to use something granted without charge and something actually free to the public. Licenses come with terms, public resources only come with social pressures of fair use.

It is unfair for SeriousCompany to pretend that resources it releases to the public (usually as a PR move or to advertise a paid product) must flatter their motives and the narrow confines of what they envisioned the public might use them for. That is wishing a free resource had a license when it only has a social contract. If the provider could set limits, it would no longer be free.