Earlier quoted context omitted.
You forgot to mention the waterfall of caveats and trip hazards associated with any of those supposed free offerings.
what are they?
Then there's actually getting your tax return. If you don't provide an ACH bank account and routing number, you'll get charged to have your return credited. You'll also be solicited to purchase crap like bonds, insurance, or donate to some charity. Another common tactic to nibble away at your return is to offer to get paid by the service provider (as opposed to the IRS) for an upfront cost. I won't even touch on the dark patterns employed in this process.
To e-file, you'll also need to know your prior year's AGI or PIN. This is important when coupled with a model which tries to get people to "push and forget" without keeping any independent documentation. There's no doubt in my mind that many people go back to same provider not because of superior service or competitive offerings, but because their information from the previous year will automatically be pulled to enable e-filing. If you weren't diligent enough to keep good records and want to try a different provider, you'll be charged for a digital copy of your previous years' filings.
Now go do your own homework.