By "free" he means as in “free beer” not as in “free speech”, i.e. not what RMS means by "free software".
When he writes "anti-free-software movement", he is purposefully playing with the ambiguity of the term[1] and playing off the FOSS movement's use of the term. He does so tongue-in-cheek, but for clarity I should not have quoted that part. My mistake.
"Don't Be A Free User" means don't be a user that doesn't pay. He is also specifically speaking of services, not software: "I love free software and could not have built my site without it. But free web services are not like free software."
All of the examples he gives are of services that had no revenue.
That said, I just realized that I made a second mistake. I missed an important detail in his post. He writes at the end, "Make them charge you or show you ads." So obviously he's arguing that you should use services with a revenue-based business model and he is ok if that business model relies on ad revenue. He's only arguing against using services with a non-revenue, buy-out exit strategy. He is not making a "Be the customer, not the product" argument that I thought he was. I'm disappointed that Maciej isn't a part of the no ads movement, at least at the time he is writing this. I will have to talk to him :)
I dislike ads and think they are harmful for other reasons, if that makes you feel better! But they are kind of orthogonal to the argument I was making here.
His examples and his cause have nothing at all to do with free software. It's an almost comically clumsy misnomer.