I'm not convinced that they're actually offering the data for free here. Merely the use of the API is now free (You used to have to actually purchase Bloomberg terminals/hardware to use it). I've emailed both of their contact addresses requesting more information, will edit this as soon as I get a response.
They just want to change their model a bit and have everyone able to access it easily by becoming a data API customer. It's probably a good move for them but I don't like the way they and the press covering this aren't mentioning that all it is is access to the same API as before without having to purchase the terminal now. (this is conjecture as I still haven't heard back)
Edit ... their response that confirms it:
Hello Travis,
Thank you for your inquiry.
The Open BLPAPI initiative is meant to present the API as a free-use technology,
but the Bloomberg content and data services from Bloomberg
are still licensed products.
Our goal is to give you the freedom to develop applications using the API,
and once subscribed to a licensed data
service from Bloomberg you would be able to access the content.
Regards,
Bloomberg Open Market Data Initiative