As I infered to before, it is poor business sense to charge zero for your services. I think the lifespan of any company with this slogan would be colourful, but alas, short.
Lets face it. There is 'No free lunch'. Someone is paying for ALL Wifi services. Now if they then offer this as an incentive to attract you as a customer for other services, the cost will be factored in to what you are paying for those other products. Simple economics.
But when was the last time you paid to park at pub, or use the loo at a restaurant? It's part of the overhead of running the establishment. BT's 21CN programme will mean that all lines are DSL enabled (not free, just no need to charge for activation), so I expect that basic DSL suitable for a wifi hotspot will come down to about £10/month in the next three years. Many people won't see it as a line on the bill, as it will be bundled.
In which case offering free wifi will be a lot cheaper than a free loo, from the owners' point of view. Nothing to clean, no loo paper to buy, and no water bills, and it will be an expected facility, just like the loo and the car park
