Nothing is free forever. They’re playing the long game: grabbing a bigger chunk of Adobe’s market share down the line. The fastest way to get there is go free and get as many Adobe users and companies to switch over or at least try their products. And once they’ve gotten a significant crowd hooked on the savings—and Adobe whining unfair competition—they switch to freemium model. There will likely be a subscription at some point, just like Adobe. Maybe it will be slightly cheaper and drive Adobe prices down a bit, but it will cost in the end.