Companies will find a different name ... and go on with the same business model. Just a naming game ... no real progress, yet. Clever companies will always find ways, to fool not so clever people. I also think, that most people know, that F2P is not really free.
The point is not to label them as free, so the customers can rely on the usual meaning of the word free. And when the app is about to charge money, the customer should be clearly informed it is about to do so, even if he did not turned on "require password before purchase" option.
The problem is the deception, not the ability to buy things from inside the app.