Advertising is saying "free ice cream this weekend at EE's ice cream shop". What EE does though is say "free ice cream" in their ad on tv, and then inform customers at the cash register that the ice cream is only free if you purchase a $50 plastic spoon as well.
When they show the content to free for google, that implies to me that the content is not behind a paywall. Showing different things to Google and to me is deceptive. It would be like a manufacturer someone finding out where Consumer Reports buys their test cars, and sending special high quality cars there, while selling the rest of us normal crappy cars.