It's a hook for those who don't read fine print.
The web site itself contains this disclaimer:
IMPORTANT INFORMATION:
When you order your free credit score here, you will begin your 7-day trial membership in freecreditscore.com. If you don't cancel your membership within the 7-day trial period*, you will be billed $14.95 for each month that you continue your membership. You may cancel your trial membership anytime within the trial period without charge.
Cancel within 7 days or they start charging.
Not free.
Not hip.
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