Free.fr, and beyond the company its boss Xavier Niel, has a consistent track record of pissing of big players in established markets. Niel made his wealth with Minitel, including sex and dating sites, then consistently disrupted networking markets with Free.fr:
* they first sold dialup connection for the cost of a local communications, without ads;
* they established the price of unlimited ADSL around €30/month;
* they introduced TV over IP and free phone calls over IP through the freebox (the ADSL router that comes with a free.fr subscription)
* they started a bandwidth race, offering tens of MB/s when historic operators were stuck at 512KB/s.
* they slashed mobile phone prices: no subsidized phones, no contract, but unlimited calls and data (bandwitdth capped beyond 3GB/month) for less than 20€/month.
Their whole business model has always been about pissing off fat cats, big time. They're trying their luck against Google.