Google, disruptive and dumping?
In the offline world there's an ugly word to describe these economics - "dumping" [offering a product below the costs of production to attack a market]. In digital we call it "disruptive".
Obviously it's not strictly free, as Google will make it's cut from the arbitrage in market pricing, but it wont charge the publisher for the priviledge. It's a master stroke if they get scale, which they surely will, and will crush ad-servering businesses all over the world. That perhaps, isn't quite in line with Google's moto "don't be evil". But it is certainly dispruptive (online), dumping (offline).