Perhaps, or it was just a matter of time. Clearly the business model works and I think it was inevitable. MCU vendors understand the importance and pay for tools to give away. Why not give away $100 tool or even a $1000 tool if it will get you many thousands of dollars in sales? It's the tool vendors who I expect have the bigger problem with this model.
For FPGAs the funny part is I was told a long time ago that Xilinx spends more on the software than they do designing the hardware. The guy said they were a software company making money selling the hardware they support.
Free market? I'm talking about company internal management. It is so easy to track every penny, but hard to track your time to the same degree. Often this is penny wise, pound foolish, but that's the way it is. I'm clear of that now by working for myself, but I still am happier to spend my time than my money, lol.