Free Software Sometimes Isn't Free

Free Software Sometimes Isn't Free

Every so often, I receive a call from someone complaining that they receive too many pop-up ads and bulk e-mail. I inspect their computer and find several free applications that help generate these unwanted pop-ups and e-mail. This month, I will discuss a typical free program and explain why free programs really aren't free.

Let's look at a typical free program. The creator comes up with a good idea for a program, develops it, tests it, distributes it, supports it and markets it. He markets it to sponsors who want a market for their pop-up ads and bulk e-mail. With a little luck, he can market it well enough to recoup his time, cover his costs and make a profit.

A free program that follows this model is Weatherbug. I will discuss Weatherbug here, but please note that hundreds of others follow the same model. Users download Weatherbug (for free) to get weather specific to their zip codes. They register with their name, interests and zip code. Weatherbug then sells this information for their sponsors' use when targeting Weatherbug users. Sponsors can very easily generate pop-ups or bulk e-mail for basketball players aged 18-24 in the 95762 zip code, for example. Sponsors get very specific target lists and users receive very specific pop-ups and e-mail.

Freeware programs do not hide their methods. Weatherbug promotes itself as a bulk e-mail engine, telling prospective sponsors on its web site: "present your offer to 6 million opt-in subscribers in a targeted stand-alone email. People truly appreciate the WeatherBug Values they receive as part of their WeatherBug experience… WeatherBug subscribers are intensely loyal and appreciate the sponsors' role in making WeatherBug free..."

Now that we've identified the problem, let's talk about solutions. A popular solution is to uninstall free software. Some appear on the Windows Add/Remove programs list and some don't. Be very careful when removing programs from your computer since most are valuable. Some free programs that I typically find and remove include Weatherbug, Weathercast, KaZaA, Morpheus, Bearshare, n-Case, BonziBuddy and Google Toolbar. Yes, this list includes file sharing applications. File sharing applications are very obvious avenues for targeted advertising and expose users to potential copyright infringement litigation. You may think these programs are free, but they have a hidden, delayed cost.

With free programs, sponsors find valuable marketing tools. Users wonder why they receive pop-ups and bulk e-mail that seem very specific to them. Users get annoyed and lose productivity. That is why I claim there really is no free software. Keeping your computer running well is a high priority. Free programs often interfere.