Alternative Version(s) of Free

While at the cinema this weekend, I saw an advert for the Nokia Lumia – this advert, in fact (although the final price was different)

Most of it’s nothing major, but the last five seconds or so hold the kicker.

“Free, from £15 per month”

And you’ve just got to wonder, how something that costs from £180 a year can be seen as free by anyone except marketers/advertisers.