The End of Free?

Yesterday, I got this email from Google:
Hello,

We recently announced upcoming changes to the maximum number of users for Google Apps. We want to let you know that, as a current customer, the changes will not affect you.

As of May 10, any organisation that signs up for a new account will be required to use the paid Google Apps for Business product in order to create more than 10 users. We honor our commitment to all existing customers and will allow you to add more than 10 users to your account for dinogane.com at no additional charge, based on the limit in place when you joined us.

Sincerely,

The Google Apps Team
I thought Google was the King of Free. Free internet searches, free maps, feed mobile operating system (Android), free web analytics - just free, free, free. I'd thought their strategy was buying companies that did cool things, such as Keyhole (now Google Earth) and Grand Central (now Google Voice), and making them free under the Google banner.

Are times changing?