Why is free a four letter word?

Ive just had a Blackstar blog post by John Harrington pop up again on Twitter, apparently it has been ReTweeted 705 times, and is titled '12 Excuses for shooting photos for free and why they're bogus'

This post is less '12 reasons you should work for free' and more 'One reason I worked for free and how it turned out' I think the argument presented on the Blackstar post is perhaps a little frank and narrow minded. There are great things to come out of shooting for free IF IT IS THE RIGHT OPPORTUNITY.

‘LUTON III’ 2010 ©MATT JOHNSTON

Around 3 years ago i had left University and set up as a freelance photographer. I had a few local clients that were paying well enough but I really wanted to work on architectural case studies. I contacted a magazine I wished to work for and asked about getting work with them, as expected they weren't to keen on paying a relatively inexperienced photographer the same as they would to a regular contributor.

I told them i would work for expenses, this went down better.

A few weeks later and i got a call to shoot an assignment for the magazine based on this 'offer'. I shot the assignment as if it were a fully payed job and cut no corners in preparation or production. Three years on and a large percentage of my income is from that same magazine.

 ‘CHALK PILE’ 2010 ©MATT JOHNSTON

Sure this is just anecdotal evidence and I am aware of that, just as I am aware that John's article is similarly based on anecdotes and opinion; not fact. I believe there is a lot to be learned from '12 Excuses for shooting photos for free and why they're bogus' especially in having the confidence in your own photography and to not be taken advantage of, but if the potential return out-ways the investment and you are clear in what you are willing to do then why should free be discarded as an amateur's tool.

It is not as some responses pointed out - about doing a job cheaper than a 'pro' but about showing you can do a better job than others. I would be keen to hear John's opinion on mail-outs, business cards and portfolio's, which are all tools to entice potential clients, why should a free shoot in the right circumstances, and the right terms not be considered a promotional tool.

Why is free a four letter word?