2026-09-10

Free means removing reasons not to try it.

I’ve been thinking about what “free software” actually means from the user’s perspective.

Free.

But register first.

Free.

But give us your email address.

Free.

But only for 30 days.

Free.

But only five users.

Free.

But you’ll need a credit card.

Every qualification creates another reason not to bother.

With one of our new products I’ve increasingly found myself wanting to remove all of them.

No registration.

No time limit.

No artificial limits.

Download it.

Use it.

Scale it.

If it’s useful, keep using it.

If you need our expertise, we’re here.

Maybe free isn’t a price point.

Maybe it’s the absence of friction.