Well it's not quire free - it's actually $2.99 a day. Sprint are going after the LBS space. They add a GPS chip to the phone and then start bundling services. Looks like $300 a year for the pleasure of knowing "location".
Wonder what would happen to the marketplace if all of a sudden you could get that Location information up to a web server for a $1 per customer per year, and then the web server could offer other services like mobile search, mobile coupons, social networking.
Sprint have solved one leg of the stool - "Where" - "What and Who" they get because they sold you the phone and they have your personal information which of course they are going to resell. One other problem - Sprint is a walled garden. It only works with Sprint phones, which leaves everyone else out in the cold.
The ideal solution is one that leverages the Internet to achieve ubiquity. You would do this by extending the data handling capabilities of both the web server and the browser. The beauty and elegance of this approach is that it's network and device independent. Everyone gets to play, not just Sprint.