It's free for a limited time: it's like a free weekend pass for the game, in which sense it's exactly like a free movie screening (which are allowed in this forum). It's not a hot deal, because you don't have to buy/pay anything to get it.
Just because it's not free forever doesn't mean it isn't a "freebie." Getting heads up for free play weekends on Steam is nice because some of us don't always check games we don't play regularly.
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