Well, when the economy is in a depression and people are paying huge sums of money just to walk in the gate, free is gonna get attention.
But that's not really the point.
Maybe if the samples that were once bigger than the size of a quarter were still $1-2 and not in many cases over $4 and $5 ... well, maybe people wouldn't be so eager to get something for free.
When people feel nickel and dimed they are much more likely to try and get something back from the company.
And I have done Food and Wine annually as long as it has existed, I haven't not enjoyed a free tasting. It's allowed me to try wines and foods I might not ever IF I were paying ... it allowed me to expand my dining horizons.